DMA: Marketers Anticipate Growth in 2008 Spending for Search, E-Mail Marketing Services
Marketers anticipate that the greatest growth in their 2008 spending for direct marketing services will be on search, e-mail marketing services, Web site development/maintenance, Web analytics, and database segmentation, overlays and analysis.
This was a key finding from the Direct Marketing Association's Quarterly Business Review for the third quarter of 2007, which was released at DMA07 last week.
The review is based on three online surveys of DMA marketer, agency and supplier member companies. The surveys were conducted by DMA's Research and Market Intelligence Department from Sept. 17 through Sept. 25. The DMA received 342 survey responses.
The DMA offered additional research at DMA07 last week that confirms the idea that digital marketing is here to say. The research includes the following results:
- E-mail produced the highest response rates (4.09 percent) for those companies with a primary objective of generating leads, according to the DMA's 2007 Response Rate Trends Report. The report includes data for more than 1,600 campaigns received since 2004. Six media channels were reviewed: direct mail, catalog, e-mail, inserts, outbound telephone and newspapers/magazines.
- Expenditures in Internet marketing and commercial e-mail will continue to grow in 2007 and 2008, with predicted expenditures of $19.7 billion in 2007 and $23.6 billion in 2008, according to the 2007 edition of âThe Power of Direct Marketing,â the DMA's annual forecast of direct marketing's economic impact on the U.S. economy, including advertising expenditures and sales.