Miami Beach, FL – The DMA released today its latest interactive media study here at the Direct Marketing to Business Conference. The study concluded that 69 percent of direct marketers conducting transactions on their Web sites are making a profit on those transactions — marking a significant increase over data from the 1999 survey. The DMA’s findings last year showed only 49 percent of companies making money on Web based sales transactions.
H. Robert Wientzen, president/CEO of the DMA said the study showed that “direct marketers are among the first companies to actually make money on the Internet”
Wientzen also said that infrastructure investments made early on by database marketers have allowed them to fulfill orders efficiently, further establishing them as leading customer service experts.
The study also revealed that 96 percent of DMA member companies have Web sites, 85 percent of those companies are using online promotions to drive traffic to their sites, and a surprising 50 percent of all DMA companies handle both domestic and international transactions. The DMA study was conducted by The WEFA Group, Eddystone, PA.
