Direct Marketers Earning Profits Online, Survey Says
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Nearly 70 percent of direct marketers reported online profits this year, compared to only 49 percent in 1999, according to a Thursday report from the Direct Marketing Association.
The finding was based on research conducted for a recent DMA report entitled State of the Interactive eCommerce Marketing Industry.
The research profiles how more than 400 companies involved in direct and interactive marketing are making a profit on the Internet -- and how high that profit is.
The DMA highlighted several other statistics from the its survey:
- An overwhelming percentage (86 percent) of respondents expect interactive media will increase revenue over the next three years.
- On average, companies spend more on online site development than for promotion of their Web site (a median of $60,000 for development vs. $50,000 for promotion).
- Web site marketers cite search engine positioning (66 percent) and e-mails to customers and site visitors (54 percent) as the top online promotion methods used to drive traffic to their Web sites.
- The majority of respondents identified, the survey showed, viewed catalogs as the most effective and highly used traditional direct marketing technique to drive Web traffic.