More efficient direct marketing media to gain larger share of budgets, according to survey

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New York--Media budgets for e-mail marketing, online marketing and direct response TV are all expected to increase in the second half of 2002, according to DoubleClick Inc.'s new biannual survey, released Wednesday in conjunction with Beyond Interactive and Greenfield Online.

Relative growth in e-mail budgets is expected to be 17%, according to 190 senior-level marketing executives surveyed in April. Online budgets will increase 9%, and direct response TV will see an 18% budget increase.

Telemarketing, direct mail and catalog marketing budgets, on the other hand, are all expected to suffer, according to the survey. Telemarketing budgets and direct mail budgets will each dip 7%, while catalog marketing budgets are expected to decline 13%. TV (-1%), Print (-1.4%) and radio (-2.3%) will all experience slight budget declines.

The findings may be indicative of marketers' reaction to the economic slowdown. E-mail and online marketing, as well as direct response TV, are relatively inexpensive when compared with phone, direct mail and catalog marketing.

--Carol Krol

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