Direct marketing budgets have risen for the sixth quarter in succession, according to the IPA's Bellwether report, as the sector's recovery gathers pace.
The IPA says the 8.9 per cent net rise is the largest since the Q1 of 2004, and exceeds increases for all other media, bar online marketing.
The trade body says the results reinforce evidence that marketers are moving towards direct marketing and away from traditional forms of advertising.
Total marketing budgets rose overall, showing the same rate of increase to those in the third quarter (PM October 22). Of the companies that have set budgets for 2005, some 44 per cent say they will be increasing their direct marketing expenditure for this year, with just 10 per cent reporting a decline.
Internet marketing spend also continued to rise, with one in four companies reporting an increase, and only 3 per cent reporting a decline. The net balance, a 23 per cent rise, was the strongest rate of improvement since Q1 of 2004.
Internet outlay now amounts to approximately 3.5 per cent of total marketing spend. The proportion of companies not using the Net remains less than a quarter.
Copyright: Centaur Communications Ltd. and licensors
No comments:
Post a Comment