Sep 5, 2008
by the PA Team
Direct Marketers: 2009 Changes in Spending
As you consider your activities and objectives for 2009—and start planning your budget— here’s a quick rundown of how your counterparts will be spending their marketing dollars.
Direct Marketers: 2009 Changes in Spending
|
. |
Increase |
No Change |
Decrease |
|
E-mail to customers |
55% |
40% |
5% |
|
Search engine marketing |
50% |
44% |
5% |
|
Search engine optimization |
49% |
42% |
8% |
|
E-mail to prospects |
47% |
46% |
7% |
|
Advertising on other Web sites |
44% |
47% |
9% |
|
Direct mail to prospects |
39% |
44% |
17% |
|
Direct mail to customers |
37% |
49% |
13% |
|
Telemarketing (outbound) |
36% |
58% |
6% |
|
Web site development |
36% |
54% |
10% |
|
Affiliate marketing |
31% |
56% |
13% |
|
Package inserts |
31% |
57% |
12% |
|
Statement stuffers |
31% |
56% |
13% |
|
Catalogs |
30% |
57% |
13% |
|
Mobile |
30% |
63% |
8% |
|
DRTV ads |
26% |
69% |
5% |
|
Telemarketing (inbound) |
22% |
72% |
6% |
|
DR radio ads |
21% |
58% |
12% |
|
Point of purchase |
19% |
73% |
8% |
|
Co-op mailings |
18% |
71% |
11% |
|
Freestanding inserts |
17% |
71% |
12% |
|
Blow-ins/Bind-ins |
15% |
76% |
9% |
|
Card packs |
15% |
66% |
20% |
|
DR space ads |
15% |
69% |
16% |
Based on respondents using each method. Survey conducted for Direct by Penton Research, an in-house firm. Results based on 266 responses returned by qualified participants: corporate and general managers (43%); sales/marketing execs (34%); circulation or media managers (6%); advertising or promotion managers (4%). The remaining 13% were fulfillment, operations or productions managers, CIOS, and consultants. The median annual revenue of respondents’ companies was $131.7M.
Source: Direct supplement, June 2008.
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