New York—Digital and direct marketing performance grew modestly during the first quarter, with improvements in revenue and campaign profitability, according to a report from the Direct Marketing Association.
According to DMA's “Quarterly Business Review,” 77.9% of respondents reported that their budgets remained unchanged or grew compared to the last quarter of 2011, with the strongest growth coming in social, mobile and email. Also, 80.7% reported unchanged or increasing revenue.
While only 37.0% said profitability increased in the first quarter, 45.4% said profitability will increase in the second quarter.
DMA's report, conducted in partnership with marketing consultancy Winterberry Group, is based on an online survey conducted in April that drew 234 responses.