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Direct marketers moving nimbly, DMA finds

Published on .

New York--The Direct Marketing Association, New York, said Friday that traditional direct marketing companies have rushed to the Internet in the last year. The survey, which looks into more than 400 companies, found that 70% of direct marketers are earning online revenues, up from 49% of companies surveyed in 1999. Titled ``State of the Interactive eCommerce Marketing Industry,'' the report also shows that 55% of marketers on the Web are focused on return on investment as the primary measurement of an Internet campaign's success. In other words, traditional direct marketing models are more prevalent than brand marketing. The DMA also said the average company spends $60,000 developing their Web site and $50,000 marketing it.
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