Direct marketers are expecting more growth in the first quarter of 2008, according to the Direct Marketing Association’s Quarterly Business Review for the fourth quarter of 2007.

In spite of concerns about the economy, the marketing industry has experienced 18 consecutive quarters of positive growth, a trend that is set to continue in 2008.

Direct marketers experienced strong profitability results for the fourth quarter, with revenue positive for every segment.

The report shows that 51 per cent of direct marketers cited the economy as the factor most likely to affect their revenue in the first quarter of 2008, while client budgets was cited by 48 per cent of marketers.

In the event of a recession, 47 per cent of marketers said they will keep their marketing budget the same but reallocate expenditures.

Of those planning to alter spending, 42 per cent of marketers plan to reduce spending on postage, while half plan to increase expenditure on email marketing.
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