E-mail marketing is constantly gaining weight in budgets. 15% of the E-mail Will participants in the Online Barometer – developed by Marketing Directo , Eyeglue.net and Schober Information Group – will increase their investment in commercial e-mails throughout 2002. In addition, this channel is also the medium to which they will dedicate Spanish direct marketing professionals make more money (16%). 10% of participants also expressed their intention to increase their interactive marketing budget, which will represent 8% of the total direct marketing budget for this year.
Personalized mailing (13%),
Databases (11%), interactive marketing executive email list and telemarketing (10%), sponsorships (8%), loyalty clubs (7%), promotional gifts (7% ), advertising at the point of sale (6%) and mailings, brochures and faxmailings (3%) are other sections in which marketing departments continue to believe when it comes to getting customers. The implementation of CRM (Customer Relationship Management) projects also continues to focus the efforts of many of our companies. 40% of marketing professionals will dedicate some part of their budget this year to integrating their customer contact channels.
Marketinians have opened
The year with renewed spirits and are B2C Fax optimistic about the evolution of the sector over the next twelve months. 58% of the responses E-mail Will predict a good, very good or even a great year, forecasts that they share for the future of their own companies 78% of the time. It is true that its 2001 assessment is so negative that the situation can only get better. 39% of the participants in this survey believe that the direct marketing situation last year was bad, very bad or terrible and 33% think the same about the evolution of their company during the last twelve months.
