Spending in the USA on direct marketing is forecast to grow by 6% annually from 2004-09 compared to 2.4% growth from 1999 to 2004. Direct, moreover, accounted for a whopping 47.9% of total ad spending in 2004, up a full point from 1999, according to the DMA.
"Direct marketing lies at the core of marketing today and is the future of marketing tomorrow," the trade group's president-CEO, John A. Greco, said in his kickoff address yesterday morning.
There's no question companies increasingly depend on direct. Karen Menachof, group supervisor at Catalyst Direct in Rochester, N.Y., has seen this trend play out with her Fortune 500 clients. "It's a reallocation of marketing dollars," she said, and "it's going to grow."
Direct marketing online
Shifts are taking place within the discipline. In the next five years, expenditures on Internet marketing (defined as search marketing, banner advertising, cost-per-lead programs and co-registration programs and/or tiered marketing programs including affiliates) along with commercial e-mail are forecast to grow at least three times faster -- at 18% and 19%, respectively -- than other direct media. Spending on Internet marketing is forecast to reach $21.7 billion in 2009, up from $12.6 billion in 2005. Commercial e-mail spending is slated to hit $600 million, up from $300 million
The search that's better than search?
ReplyDeleteEvery so often, it dawns on you that the whole Internet environment has traveled too far from that quiet, information-oriented era that got you so interested in the medium in the first place.
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