In DMA’s “Quarterly Business Review” for the third quarter, conducted together with management consulting company Winterberry Group, 83.5% of marketers said their investment in direct and digital marketing activity grew or remained steady in the third quarter of this year, compared with this year’s second quarter. Nearly half (45.6%) anticipated even higher marketing spends in the fourth quarter.
Reported revenue growth is accelerating; 48% of respondents said their sales had increased in the third quarter, compared with 36.7% who reported revenue increases in the previous three-month period. Profitability rose or remained steady, according to 81.5% of respondents.
Staffing levels, while growing, are increasing more modestly than other indicators, reflecting lingering caution as the economy improves.
The DMA-Winterberry study was based on two online surveys of DMA members conducted in October, producing 448 replies.