LONDON: The UK's direct marketing sector is losing out to the internet, according to figures from data analysis software firm Alterian. While 90% of marketers say they are planning to increase online direct marketing spend this year, just 14% intend to up traditional direct mail spend.
In the US, however, half of the busineses questioned say they will increase their direct mail spend. But they are marginally less inclined than their British counterparts to invest online, with 85% of firms aiming to increase web marketing budgets in 2007.
Comments Alterian ceo David Eldridge: "The 2006 survey shows a well-defined shift in spending and activity."
Data sourced from Brand Republic (UK); additional content by WARC staff