Marketers, service providers to increase online spend

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Chicago—Eighty-five percent of marketers and service providers in North America and the U.K. plan to increase online spending this year, according to Alterian, a marketing analytics software company, in its fourth annual survey of direct marketers, marketing services providers and agencies.

While online direct marketing will receive the largest investment increase, 51% of respondents said they plan to boost offline direct marketing spending.

When asked about specific media channels, 81% plan to increase e-mail spending, 50% plan to increase direct mail spending and 45% plan to increase spending on personalized Web pages and microsites.

The survey, which generated 540 responses, was conducted in October through a combination of online, printed surveys and in-person interviews.

—Carol Krol

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