It may not be as much of an indicator as job creation. But after years of flat spending, direct marketers are again investing in their databases, according to Direct’s annual database survey.
Of those polled, nearly 41% said they will increase their allocations in 2005, compared with just over a third last year. (Direct, July 2003).
Who’s doing the spending?
Consumer firms, almost half of which are planning an increase in 2005. That’s up from a third of them last year.
In contrast, 36% of the business-to-business firms foresee an increase. But that’s still a 6% improvement over 2003.
The upturn seems to be greatest among midsize marketers, those with revenue between $10 million and $100 million. The percentage grew by 11%
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