Corporate Performance Management

Corporate Performance Management

March 15, 2011

Report: QBR Predicts Increase in Digital Marketing Investment

The Direct Marketing Association is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. Partnering with Winterberry Group, a strategic management consulting firm that helps advertising and marketing companies build shareholder value, it released its QBR, Quarterly Business Review for Q4 2010.

This report is based on two online surveys conducted by DMA’s Research and Market Intelligence department in January 2011, during which it received 665 usable survey responses. The point of focus was on the marketing and advertising community.

Digital channels, led by Search, Social, and Mobile, had the largest increases in ROI in Q4.2010 and almost 55 percent of marketers reported an increase in revenue from direct/digital marketing when compared with Q4 2009.

With revenues, investment, staffing levels all on an upswing, the advertising market also showed modest but steady gains in all key economic performance measures.

In a press release, Yoram Wurmser, director of marketing and media insights for DMA said, “Once again, digital media received the bulk of new investment, with e-mail and social media leading the way and marketers reported increased spending in every medium we track. This points to a broad-based recovery in the marketing industry.”

An increase in the general demand for digital marketing investment has spurred its growth in Q4. This was in stark contrast to the previous quarters where the focus was not on demand but on availability of improved data analytics tools and processes.

Jonathan Margulies, a vice president at Winterberry Group concluded that the positive Q4 2010 results were not an offshoot of holiday-season spending or marketers preparation for the new year. On the contrary, it was a capstone achievement for an industry that faced an economic crisis just a year and half ago. The bright scenario augured well for marketers and the supplier community in 2011.

In a related news releaseQuadriga Art, the nation's leader in nonprofit mail and strategic fundraising services, is embracing the Direct Marketing Association's

(DMA) Green 15 Pledge Program as an industry guide for how organizations can derive additional value from the greening of their mailing activities across a number of strategic areas in the mail marketing channel. The company believes that integrating sustainable principles across its organization makes sense for the firm's financials, for the planet and to ensure the company meets the growing environmental sensitivities of our nonprofit clients worldwide. ,
Mini Swamy is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.

Edited by Jennifer Russell

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