The Quarterly Business Review is produced jointly by DMA Research and Winterberry Group to provide a snapshot of the most relevant trends shaping today’s marketing opportunities. The report tracks six key economic indicators: DM Spending; DM-Produced Revenue; Profitability; Staffing; Media Mix; and Performance by Media. Some key findings include:
· The majority of marketers (51.2 percent) expect they will increase total marketing spending in 2010. Another third of marketers (just over 33 percent) say they expect to maintain budgets at 2009 levels.
· Staffing across the marketing industry remained relatively consistent during Q4 2009 with 68.3 percent of marketers and 60.3 percent of suppliers indicating that they maintained existing staffing levels from Q3 2009, further reinforcing the trend of economic stabilization.
· Marketers continue to shift dollars to digital marketing channels with both email and search showing stable or growing investment in Q4 as compared to the previous quarter as well as the same period in 2008.
· Though marketers said channel-specific ROI performance remained down across the board (as compared to that generated from Q3 2009), email and search saw the least drop-off in value generated.