DMA: 55% of direct marketers earning profit on Web

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New York--A new Direct Marketing Association report finds that while the overall economy is slumping, direct marketers are finding success at earning profits on the Web. Fifty-five percent of direct marketers engaged in e-commerce transactions are earning a profit, according to the trade organization. Additionally, 55% of those companies not yet earning a profit on the Web anticipate doing so next year, according to the report."Companies are increasingly using the Web to improve the bottom line of their businesses," said H. Robert Wientzen, president-CEO. "As marketers get a better grasp of their return on investment, they are allocating more resources to online site development as a way to increase profitability."The report found that direct marketers view the Web as a way to increase their collective marketing presence--and sales. Forty-one percent of the 700 b-to-b and business-to-consumer companies polled said they accept orders online. Forty-seven percent said they get greater visibility from Web marketing and 46% percent said Web marketing presents them with new business opportunities. Sixty-one percent of companies polled are using their Web sites to reach new clients, and 57% said their Web sites are used as lead generators.
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