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BtoB

Alterian survey paints optimistic direct marketing picture

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Chicago—Direct marketers remain optimistic regarding spending levels in 2006, according to an annual survey by database marketing company Alterian.

Sixty-three percent of respondents said they expect direct marketing spending to increase this year, and 5% said it would decrease. Last year’s survey found 60% expected spending to increase in 2005, while 5% said it would decrease.

The latest survey, conducted in December, found 52% of respondents consider “customer insight and analysis” the biggest challenge or issue confronting direct marketers. Data hygiene ranked second at 46%. Almost 700 marketers and marketing service providers in North America and the U.K. responded to the survey.

Almost half (47%) said they will spend $1 million or more on direct marketing, while 27% said they will spend $5 million or more. Thirty-five percent said they will spend $100,000 to $1 million.

—Carol Krol

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