AppId is over the quota
17 Oct, 2011 By: Jackie Jones
BOSTON – Marketers at this year’s Direct Marketing Association (DMA) 2011 Conference & Exhibition arrived in Boston with a surge of optimism, according to DMA executives and Pitney Bowes.
According to a survey conducted by Pitney Bowes, 80 percent of the 231 DMA attendees polled said they anticipate that their marketing budgets will increase in 2012. Marketers spent $163 billion on direct marketing during 2011, a 5.6-percent increase compared to last year, according to a report by the DMA.
“Our customers are using customer communications management to drive revenue growth,” said Leslie Abi Karam, executive vice president of Pitney Bowes and a DMA board member. “Marketers today are investing in customer interactions by creating relevant personalized messages across digital and physical channels.”
Almost all respondents – 94 percent – agree that multichannel marketing is more effective than a single-channel approach, the study also found. Additionally, call center conversations, live chat on websites, direct mail, search engine optimization, SMS and QR code marketing activities “can all be aligned with data analysis and application that delivers dynamic personalized interactions throughout the customer experience,” Pitney Bowes’ survey found.
This slightly contrasts with previous reports on marketer’s optimism, according to a recent STRATA quarterly survey of major ad agencies (Response This Week, Aug. 1, 2011).Compared to a 38-percent jump in the first quarter, 17 percent of ad agencies reported a reduction in overall business during second-quarter 2011. TV remained the dominant channel for most marketers (41 percent), though it is steadily losing ground against digital (24 percent) and radio (13 percent).
“Advertising truly mirrors the economy right now. As consumers continue to tighten their belts, advertisers are doing the same, which even further emphasizes the importance of maximizing ad spend,” said John Shelton, STRATA CEO and president.“We also see advertisers exploring new affordable advertising avenues, like digital and radio, while the more expensive traditional platforms like TV are seeing a slight dip in spend,” Shelton continued. “Even though it’s not all doom and gloom, national events continue to impact the fluidity of the advertising industry, and most agencies do not feel it will return to a strong growth period until after 2012.”
No comments:
Post a Comment