New York—U.S. marketers reported positive results in both revenue and profits in the fourth quarter of 2011, according to a report from the Direct Marketing Association.
According to DMA's latest “Quarterly Business Review,” 54% indicated that their direct and digitally driven revenue increased in the last quarter of 2011 compared with the year-earlier period. Also, 50% of marketers and 60% of suppliers projected that their profitability is likely to grow in the first quarter of this year.
Marketers expanded their focus on customer acquisition as a key driver of marketing activities, with 61% of top-line budgets now dedicated to such efforts. DMA's report is based on an online survey conducted in January, resulting in 390 usable survey responses.