The study results were presented Tuesday at the DMA’s Direct Marketing to Business Conference in Orlando.
Within direct response, direct mail receives the largest budget share (27.5%), followed by online marketing (18.8%). Trade shows and catalogs garner 15.9% and 15.7%, respectively. Telemarketing gets 12.1% and new media—RSS, blogs and the like—just 1.5%.
Among the report’s other findings, 65% of resources are devoted to new customer acquisition and only 35% to retention.
The survey, fielded in January and February, had 299 respondents.