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DMA report: Digital leads marketing improvements in Q4

Published on .

New York—Marketers and advertisers have seen “modest but steady improvements”" in all key economic performance measures, lead by direct and direct channels, according to a new report from the Direct Marketing Association.

DMA's Quarterly Business Review for the fourth quarter of 2010 found that 57.4% of marketers reported an increase in revenue generated from direct/digital marketing activity, compared with the year-earlier period.

Search, social and mobile programs had the largest ROI increases in ROI in the fourth quarter, according to the report. For the first quarter of this year, 53.5% of marketers and 46.1% of suppliers anticipated improved performance.

DMA's Quarterly Business Review for the fourth quarter of 2010 is based on two online surveys conducted by DMA's Research and Market Intelligence department in January 2011.  Altogether DMA received 665 usable survey responses. 

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