Advertising and Marketing Revenues Rise
The Direct Marketing Association has asserted that email and social marketing are still top of the priority list when it comes to website promotion.
DMA: Email, social marketing extremely strong
Monday, March 14 2011 by Steve Swallow
The Direct Marketing Association (DMA) this month released the details of its Quarterly Business Review for the fourth quarter of 2010, partnering with Winterberry Group to deliver insight into website promotion and managed emarketing tactics.
In the report, it was concluded that the marketing and advertising community continued with a steady improvement in all important economic performance measures; this meant that revenues, staffing levels, investment and bottom-line profitability rose from the previous quarter.
The final quarter confirmed that good economic improvements and better signs of optimism helped companies boost investment in email marketing and social media implementation as part of a managed emarketing campaign.
Meanwhile, a majority of marketers – 54.7 per cent – reported an increase in generated revenue through these direct and digital marketing activities compared with the same quarter of the previous year.
Marketers also revealed that the general demand for digital marketing investment and activity as the driver most central to marketing investment in Q4, contrasting with previous quarters.
Yoram Wurmser, director of marketing and media insights for DMA, said: “Once again, digital media received the bulk of new investment, with email and social media leading the way. That said, marketers reported increased spending in every medium we track. This points to a broad-based recovery in the marketing industry.”
Meanwhile, Jonathan Margulies, vice-president at Winterberry Group, said: “The main conclusion we can derive from the fourth quarter data really has little to do with holiday-season spending or marketers’ preparation for this new year.”
He added that instead, the continued acceleration of managed emarketing spending and return-on-investment represented a “capstone achievement” for an industry that was under a lot of pressure just 15 months ago.
Last week, the importance of video was highlighted by comScore, when it discovered that in India, it has proved to be one of the most important website promotion tactics: seven in ten internet users watch such material when surfing the web.
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