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BtoB

DMA finds marketers bullish on direct and digital marketing

Published on .

New York—Despite mixed signals in the economy, more than 72% of marketers and marketing suppliers believe direct and digital marketing are well-positioned for future growth, according to a report from the Direct Marketing Association. According to DMA's “Quarterly Business Review,” 48.8% of respondents saw their companies' direct and digital revenue grow in the second quarter, while 42.2% reported unchanged revenue. Marketers responding said they maintained spending on direct mail and place-based/out-of-home media during the second quarter, while they cut spending on direct-response broadcast, gaming and teleservices, according to the report. Also, 42.9% of respondents reported they expect direct and digital marketing spending to grow in the current quarter, while 48.1% expect it to remain unchanged. The DMA's report, conducted in partnership with marketing consultancy Winterberry Group, was based on an online survey conducted in July that garnered 314 responses.
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