Direct response garners biggest piece of marketing budget

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Orlando—Almost half (42.9%) of b-to-b marketers’ total budgets go to direct response communications, while 16.1% is allocated to brand advertising and 13.7% to trade shows, according to the Direct Marketing Association’s first benchmarking survey focused exclusively on the b-to-b space.

The study results were presented Tuesday at the DMA’s Direct Marketing to Business Conference in Orlando.

Within direct response, direct mail receives the largest budget share (27.5%), followed by online marketing (18.8%). Trade shows and catalogs garner 15.9% and 15.7%, respectively. Telemarketing gets 12.1% and new media—RSS, blogs and the like—just 1.5%.

Among the report’s other findings, 65% of resources are devoted to new customer acquisition and only 35% to retention.

The survey, fielded in January and February, had 299 respondents.

—Carol Krol

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