Marketing Budget

IBM Video Series, part 1: John Kennedy, VP, corporate marketing

IBM Video Series, part 1: John Kennedy, VP, corporate marketing

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IBM's John Kennedy chats with Direct Marketing News web editor Allison Schiff about the company's recent State of Marketing 2012 survey.

Ad spend flat in Q3

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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.

Report: Customer acquisition marketers' number one concern

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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.

Agency Business Report due out in June

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We're in the throes of putting together our annual Agency Business Report that examines the financial health and trends among direct marketing agencies.

Short-form TV ad spending down 5.8% in 2010, but overall spend up 6.5%: Kantar Media

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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.

Ad spending up, but direct response down, in first three quarters of 2010: Kantar Media

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.

DMA: Marketers increase Q3 spending, see revenue gains

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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.

Software providers suffer from overreliance on M&A

Software providers suffer from overreliance on M&A

Consolidation among leading software companies has created a real crisis in innovation.

Supply chains are a money drain for marketers: CMO Council

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Marketers should efficiently manage their supply chains to save money, said the CMO Council in a study.

DMA: Marketers begin to spend again

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 demanding more marketing accountability: survey

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.

Super Bowl ad prices down as major brands pull out

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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 eliminates 85 marketing jobs

Target eliminates 85 marketing jobs

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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.

Inbox Insider: Co-branded creativity bolsters partner efforts

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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.

DM revenues to gain bigger share of ad spend this year: DMA09

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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.

CMOs slash marketing budgets in 2009, direct mail takes hit

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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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