Eighty-five percent of direct marketers plan to increase their online marketing this year, according to a new Alterian survey.
Just the same, 51% of survey respondents also plan to boost their offline direct marketing spending in 2007.
Despite progress on multichannel integration, an overwhelming 70% of respondents said they apply basic or no analysis to any of their e-mail campaigns. Only 29% claimed they carry out full analysis.
The survey polled 540 marketing professionals in North America and the U.K. in October.
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