Bear Market
Posted on
by Chief Marketer Staff
Direct marketers are spending a little more. They’re focusing on existing customers and mailing to in-house lists. So things should be looking good, right?
Wrong. Fewer DMers anticipate margin increases this year, according to Direct’s annual forecast survey.
Most of the decline is on the consumer side. Only a third expect higher margins, compared with nearly half in 2006. The number is even lower for business-to-business marketers, but at least it’s the same as last year.
And fewer consumer firms saw revenue go up during the first nine months of this year. Here, too, B-to-B companies did better.
These results may reflect a temporary pessimism
