Direct & Digital Marketing Spending Growth [CHART]


dma-direct-digital-marketing-spend-q1-2012-may2012.jpg2 in 5 marketers and service providers say their direct and digitally-driven spending grew in Q1 2012 when compared to Q4 2011, almost double the 22.2% who reported decreases over the same period, according to a study released in May 2012 by the Direct Marketing Association (DMA) in partnership with Winterberry Group. Spending growth has slowed over the past quarter, though: the weighted average of spending growth between Q4 2011 and Q1 2012 was noticeably lower than the weighted average of spending growth between Q3 and Q4 2011 (3.2 vs. 3.5, respectively on a 5-point scale, with 1 representing a significant decrease and 5 representing a significant increase). Respondents do not appear any more optimistic about the coming quarter: although they were more than twice as likely to forecast a rise in spending this quarter as to expect a decrease (35.5% vs. 14%), the weighted average of their expected spending growth remains at 3.2. Read the rest at Marketing Charts.