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Direct marketers see modest gains, but remain cautious

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New York—Marketers experienced gains in the third quarter in a number of key indicators, including spending and staffing, but are cautious about the future, according to a new report from the Direct Marketing Association. According to DMA's ”Quarterly Business Review,” a poll of suppliers and marketers, 90% reported that direct and digital spending grew or remained steady in the third quarter compared with the second. That compares with 82.2% who reported an increase or steadiness for the third over the second quarter in 2010. In addition, 38.7% reported increasing staff year over year, versus 11.8% who reported staff cuts. However, the study indicates marketers are still cautious: 14.7% said they cut direct and digital expenditures in the third quarter from year-ago levels. In the second quarter, only 7% reported a year-over-year decrease. DMA's report is based on an online survey conducted in October, which drew 293 responses.
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