An online survey conducted by Primedia Business Market indicates that 60% of direct marketers plan to raise their online spending in 2006.


A survey was conducted for Direct Magazine by Primedia Business Market Research, an in-house research firm. The study findings show that about 60% of direct marketers plan to raise their online spending in 2006.

Respondents were corporate or general managers (66%); sales, marketing or telemarketing executives (10%); advertising or promotion managers (3%); and circulation, list or media managers (2%). The remaining 19% were fulfillment, operations or production managers, development directors or direct marketing managers.

On average, the respondents are said to allocate 41% of their marketing budgets to online channels this year. That’s up from 25% in 2004. They are spending the money on search engine marketing, analytics and Web site customization programs.

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