David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, September 29, 2011
Targeted Media to Lead Spending in 2011 & Beyond
Ready for some good news? Spending on targeted media, which means direct marketing (including direct mail), custom publishing and b-to-b media, will outpace spending on other communications segments and the GDP. Targeted media is forecast to grow by 7.1% this year and 7.9% in the 2010-2015 period, per Veronis, Suhler Stevenson, a media-focused investment banking firm. The key growth drivers are consumer Internet, mobile services and branded entertainment. Other sectors, such as traditional consumer advertising via broadcast and print, will grow, too, but at a slower rate. For details see http://www.dmnews.com/report-consumer-internet-mobile-services-drive-targeted-media-spending/article/213101/
Tuesday, September 27, 2011
Marketers Began 3rd Quarter With Cautious Optimism
Despite economic challenges, direct marketers expressed tempered optimism as they entered the 3rd quarter. They were coming off a 2nd quarter of moderate growth in spending, sales, profits and staffing, according to the Direct Marketing Association's Quarterly Business Review survey. Direct and digital marketing led that growth, and over half surveyed said they planned to maintain their direct/digital budgets in the 3rd quarter. Some 42% even planned to increase direct/digital spending in the 3rd quarter. However, lower acquisition investment showed that marketers, with an eye on the weak economy, were moving ahead with caution. For more details, go to http://www.the-dma.org/cgi/dispannouncements?article=1576
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