Cover Story: Media Usage Forecast 2013
6 things you need to know about this year's direct marketing budgets and the channels where they're going
Target Marketing conducted this survey in January 2013 by emailing a questionnaire to approximately 19,000 of the magazine's print subscribers who have opted in to receive emails from Target Marketing. This audience was further refined by suppressing list services firms and creative services/advertising agencies to produce a list that was composed only of marketers.
Three email drops were made between Jan. 16 and Jan. 25. Survey results are based on the participation of 244 respondents (for a response rate of 1.3 percent). Of the respondents to this year's survey, 50 percent described their companies' activities as B-to-B, 23 percent as B-to-C and 27 percent as both. Respondents' job functions include: corporate and general management (27 percent); marketing and sales management (54 percent); operations/fulfillment management (4 percent); e-commerce management (4 percent) and other (11 percent).
In addition, respondents reported their firms' annual direct marketing expenditures as follows: less than $100,000 (53 percent); $100,000 to $499,999 (14 percent); $500,000 to $999,999 (8 percent); $1 million to $5 million (9 percent); more than $5 million (6 percent); and don't know (10 percent).