Direct marketing gets second-quarter spending boost
Monday 18th July 2011
Companies using B2B data to send out direct mail and email marketing messages are likely to have boosted their investment in recent months.
According to the latest Bellwether report, direct marketing budgets increased during the second quarter, making it one of only three channels to see a rise in spending.
Researchers found that budgets, which may have covered B2B email marketing activity, jumped by 2.5 per cent in the three months to the end of June, compared with a 1.8 per cent during the previous quarter.
Mel Cruickshank, chairman for the Institute of Practitioners in Advertising’s (IPA) direct marketing group, said that companies were clearly “turning to direct marketing to provide return on investment” that cannot be found elsewhere.
Spending on search marketing increased by 4.6 per cent in the period, while online ads saw just a 1.9 per cent jump in investment.
Last week, Stefan Drew Associates suggested that more traditional direct mail campaigns had the potential to “work extremely well” when properly targeted and well designed.
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