New York—The marketing and advertising community continued to see steady improvement in all key economic performance measurements during the first quarter of the year, with revenue, investment and bottom-line profitability all rising over the previous quarter, according to the Direct Marketing Association.
DMA's “Quarterly Business Review,”
based on an online survey in April that drew 216 respondents, found that 83.7% of marketers saw their investment in direct/digital marketing activity grow or remain steady, compared with the fourth quarter of 2010; 41% reported higher revenue in the first quarter versus the previous three-month period; and 37% said profitability improved during the period.
Marketers' leading priorities in the first quarter included a general demand for digital marketing investment and better understanding of the needs of multichannel integration. In previous quarters, marketers were more focused on analytics tools and processes, according to the DMA.