Is investment in online marketing growing the way it once did? Probably not, judging from Direct’s 2007 online marketing survey.
Fewer DMers are planning large spending increases this time around, and more seem to be embracing a wait-and-see attitude.
Yet there’s no doubt that the Web is a major component of almost every firm’s media mix. Despite the slowdown in growth, traditional marketing budgets are declining while online ones are on the rise.
Business-to-business firms are the most likely to be ramping up. And why not?
A growing number find that online marketing is more profitable than offline, our poll shows.
Not that consumer marketers are losing money online. But the number calling it the most profitable channel dropped this year.
Meanwhile, the percentage of overall sales generated online is holding steady for most companies. It’s slightly over one-third for consumer marketers, almost a fifth for B-to-B companies and around a quarter overall.
The full results appear in the September issue of Direct magazine.
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