Study: European DMers Plan No Huge Spending Increase in eMarketing

Share this content:
Though European direct marketers expect the effectiveness of Web, e-mail and mobile marketing to improve drastically in the next few years, they plan no large spending increase in these areas. This was the conclusion in a recent Forrester Research study published in cooperation with the Federation of European Direct & Interactive Marketing.

DMers spend just under half of their budgets on new media, according to "Direct Marketers: Put Your Money Where Your Mouth Is." The study also found that direct marketers in Europe are increasing their budgets 3 percent in 2005 compared with this year.

"European direct marketers can't stop now," said Jaap Favier, vice president and research director at Forrester. "Internet and e-mail campaigns bring good ROI. Big brands like Nike and L'Oreal have advertised first on the mobile and Web channel to understand the impact of the commercial and who watches it before approving mainstream broadcasts, thus raising their returns."

Commenting on the findings, Alastair Tempest, director general of FEDMA, said, "Direct marketing is changing rapidly. FEDMA is delighted to have been involved in this research, which we hope will encourage direct marketers to review their media mix to produce truly innovative, creative campaigns. Evidence shows that electronic communications are becoming increasingly popular, for example in France, as a means of distance selling as well as for retaining or finding new customers."

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above