Marketers, suppliers see higher profits in Q1: DMA report

Share this content:


More than 48% of marketers and 54% of service providers reported higher profits in Q1 2010 than the prior year, according to a report from the Direct Marketing Association (DMA) and Winterberry Group.

More than 50% of marketers and 57% of suppliers are also expecting an improved bottom-line performance during Q2, according to the DMA's Quarterly Business Review.

“It looks like we are turning a corner; it is the best survey we have had in two years,” said Yuri Wurmser, research manager at the DMA. “There is a lot of optimism.”

As in previous quarters, digital channels continued to gain the most new marketing spending, with e-mail, social, search, online display advertising and mobile among those growing in adoption in Q1.

“Traditional channels are more expensive and less instantly measurable, so people are being cautious and putting money into digital,” said Wurmser, who added that while direct mail is holding steady, its share is shrinking. He also said direct mail providers are beginning to offer more digital services but are challenged because of the difficulty of growing these services organically.

Marketers also cited “improved data analytics tools and processes” as the leading driver of new or expanded direct or digital marketing activity. Wurmser said brands are facing an increased demand for measurement, a better understanding of multichannel approach and pressure from company leaders to produce quantifiable results.

“The desire to measure and show results is very strong,” he said.

Loading links....
close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's 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