An economist looking only at direct marketers’ online spending patterns might think the country is in pretty good shape. Direct’s annual survey of e-commerce practices shows continued investment in digital strategies, with additional spending anticipated for 2009.
This is especially true among consumer-focused firms, with more expecting to dig deeper this year than last. Business-to-business companies are more cautious. Fewer anticipate significant spending hikes, but more of them plan smaller increases.
According to Direct’s research, 29% of all marketers have shifted marketing dollars from traditional channels to online media, a figure comparable to last year’s study. Similarly, 56% report no changes in allocations
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