Could This Possibly Be? Good News?
I sure hope so. And the fact that the increased spending will be allocated more towards direct and online is good too. OK, let the brand versus direct arguments begin!
With the increased spending will come a change in the kinds of advertising the companies do, with a stronger emphasis on direct marketing and online marketing. When asked what kinds of marketing programs they will enact next year, 67% of the respondents said direct mail and 61% said e-marketing. "We're moving away from broad-based programs in favor of campaigns that target a more focused set of potential customers," 57% of the survey participants say. Only 11% say they will focus on broad based awareness programs.