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.