DMA report finds most direct marketers will increase budgets this year

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New York—More than half (51.2%) of direct marketers plan to increase their marketing budgets this year, according to the Direct Marketing Association’s Quarterly Business Review.

The report, published in conjunction with Winterberry Group, was based on an online survey of 451 direct marketers conducted in December and January. Just over one-third of marketers plan to keep their budgets flat this year, the survey found.

Also, marketers continue to shift dollars into digital marketing channels, with both e-mail and search showing stable or growing investment in the fourth quarter, compared with the same period in 2008.

The survey also found that 68.3% of direct marketers kept their staffing levels even in the fourth quarter, compared with the third quarter.

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