The money isn’t there anymore.
That’s the overwhelming message from Direct’s annual database practices survey.
DMers are spending less, on everything from systems to staff. And they’re expecting a lower return on investment.
Of those polled, 15% will allocate less to develop or maintain databases in 2009. That’s triple the level seen last year, and it holds true of both business-to-business and business-to-consumer marketers.
How times have changed. In last year’s survey, not a single consumer marketer planned to cut its database budget.
Moreover, only 40% expect to increase investments, compared with over 50% last year.
The biggest drop is in the B-to-B sector.
That restraint is evident in campaign budgets as well
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