Direct response channels see biggest budget boost

Direct marketing spend bounced back in the second quarter, one of only three media channels to see an increase in spend, as companies turned to direct response channels for instant results, according to the latest Bellwether report.

DM budgets increased 2.5% in the three months to 30 June. Spend fell 1.8% in the first quarter (see chart below).

Mel Cruickshank, chairman of the IPA’s direct marketing group, says the reverse shows companies are “turning to direct marketing to provide return on investment against marketing spend”.

From Marketing Week, 14 July 2011