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Direct Marketers: 2009 Changes in Spending
| . |
Increase |
No Change |
Decrease |
| E-mail to customers |
55% |
40% |
5% |
| Search engine marketing |
50% |
44% |
5% |
| Search engine optimization |
49% |
42% |
8% |
| E-mail to prospects |
47% |
46% |
7% |
| Advertising on other web sites |
44% |
47% |
9% |
| Direct mail to prospects |
39% |
44% |
17% |
| Direct mail to customers |
37% |
49% |
13% |
| Telemarketing (outbound) |
36% |
58% |
6% |
| Website development |
36% |
54% |
10% |
| Affiliate marketing |
31% |
56% |
13% |
| Package inserts |
31% |
57% |
12% |
| Statement stuffers |
31% |
56% |
13% |
| Catalogs |
30% |
57% |
13% |
| Mobile |
30% |
63% |
8% |
| DRTV ads |
26% |
69% |
5% |
| Telemarketing (inbound) |
22% |
72% |
6% |
| DR radio ads |
21% |
58% |
12% |
| Point of purchase |
19% |
73% |
8% |
| Co-op mailings |
18% |
71% |
11% |
| Freestanding inserts |
17% |
71% |
12% |
| Blow-ins/Bind-ins |
15% |
76% |
9% |
| Card packs |
15% |
66% |
20% |
| DR space ads |
15% |
69% |
16% |
Based on respondents using each method. Survey conducted for Direct by Penton Research, an in-house firm. Results based on 266 responses returned by qualified participants: corporate and general managers (43%); sales/marketing execs (34%); circulation or media managers (6%); advertising or promotion managers (4%). The remaining 13% were fulfillment, operations or productions managers, CIOS, and consultants. The median annual revenue of respondents' companies was $131.7M.
Source: Direct supplement, June 2008.
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