Spending for direct response advertising is projected to grow 7.8% annually through 2007, compared to 5.5% for brand and general advertising, according to new study released by the consulting firm Winterberry Group.
Much of the growth in spending is expected to be for search engine marketing, e-mail and other online advertising, which are projected to grow in excess of 6.9%.
“We expect this demand for quantitative results will continue to intensify for at least the next five years,” said Bruce Biegel, managing director of the Winterberry Group in a statement.
The report commissioned by the V12 Group examined spending on database marketing, direct mail, interactive marketing, insert media and other promotional direct marketing.
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