Marketers will spend an average of nearly a quarter-million dollars to upgrade their databases, according to a survey of Direct magazine’s readers. Will the investment pay for itself?
Yes, according to more than four in five readers. And fewer than one in ten stated flatly that they held no such expectations for their investment.
Respondents from companies that focus primarily on business clients, or that target both businesses and consumers, were the most bullish about earning back their investments: Nine in ten believe they will recoup their outlays, compared with just over seven in ten consumer-focused firms.
Respondents are taking a middle-term view regarding how long it will take to earn back what they’ve laid out. A plurality—43%—feel the databases will pay for themselves within six months to a year, while another 37% feel it will require between one and two years. Only 7% foresee it as requiring more than two years, and 13% anticipate earning back their investment within the first six months after the upgrade.
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