IBM's John Kennedy chats with Direct Marketing News web editor Allison Schiff about the company's recent State of Marketing 2012 survey.
Short-form direct response TV spending increased 12.5% during the third quarter of 2011 compared with the same period last year, according to data released by Kantar Media on Dec. 19. Total ad spend for the third quarter increased 0.4% compared to the same period last year.
Sixty-seven percent of marketers view customer acquisition as their number one challenge, according to The Kern Organization's 2011 Mid-Year Marketing Trends Study, released Sept. 26. Thirty-eight percent of marketers view customer retention as their number one challenge.
We're in the throes of putting together our annual Agency Business Report that examines the financial health and trends among direct marketing agencies.
US direct response short-form TV advertising spending decreased 5.8% year-over-year to $4.5 billion in 2010, according to a March 17 Kantar Media report. Conversely, industry-wide US advertising expenditures increased 6.5% in 2010, compared with the prior year, to $131.1 billion, according to the New York-based media measurement firm.
Advertising spending in the first nine months of 2010 grew 6.4% compared to the same period of 2009. However, DRTV ad spending dropped 6.2% year-over-year for the same period, according to data released by media measurement firm Kantar Media.
Marketers reported spending increases last quarter, according to the Direct Marketing Association's (DMA) Quarterly Business Review. It was the first time in more than a year they've done so.
Consolidation among leading software companies has created a real crisis in innovation.
Marketers should efficiently manage their supply chains to save money, said the CMO Council in a study.
Direct marketers are beginning to invest again after weathering the recession by cutting costs, according to figures from the Direct Marketing Association. Digital media investment is leading the way, according to the organization.
Brands are not cutting back on marketing despite the continued economic malaise, but they are demanding more accountability, according to a survey from research firm Forbes Insights and MarketShare Partners, an analytics company.
In last week's issue, 'DMNews' detailed PepsiCo's decision to pull Super Bowl advertising for its flagship soft-drink brand - after a 23-year run, no less - in favor of a digital CRM program that the company hopes will drive a two-way discussion with consumers.
Target has eliminated 85 positions as part of a reorganization of its marketing department. The company said in a statement that it "routinely evaluates all areas" to ensure its organizational structure is efficient and that staffing levels meet its changing needs. The position eliminations were not specific to employment levels or skill sets, according to a company spokesperson.
Using e-mail to cross-promote multiple brands can be tricky, but when done right, it can noticeably increase ROI. The idea behind any co-branded effort should be for both brands to partner in a clever way that makes the joint experience better than either brand on its own.
Direct marketing's share of total US advertising spending will reach 54.3% for 2009, increasing by 1.6% over last year's total, according to statistics released by the Direct Marketing Association for its DMA09 conference. Direct marketing ad spend will increase 2.7% next year, reaching $153.3 billion in total, according to the group's predictions.
Seventy-one percent of global CMOs reported 2009 marketing budgets are lower than budgets they had in 2008, and more than half (51%) have reported cuts of 20% or more, according to Forrester Research in its "Marketing Budgets Suffer Significant Cuts" report released July 7.
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