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BtoB

DMA: Marketers report growth in spending, profits

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New York—Marketers experienced moderate growth in key categories during the second quarter of the year, in particular in direct/digital marketing activities, according to the Direct Marketing Association's Quarterly Business Review, released today. A large majority (91.6%) said investments in direct/digital marketing activity grew or remained steady in the second quarter, compared with the previous quarter, with 42.3% expecting budgets to rise in the third quarter. Profitability in the quarter increased for 35.6% of marketers versus 8.5% that reportedg a decrease, while 72.3% reported that staffing levels were unchanged. DMA's report, conducted in partnership with marketing consultancy Winterberry Group, was based on an online survey conducted by DMA's research and market intelligence department in July. The poll received 251 usable survey responses.
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