The Incredible Shrinking Database: Direct’s annual CRM/Database Survey

Posted on by Chief Marketer Staff

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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