The direct marketing industry is set to benefit from an improvement in market conditions, a new report suggests.

According to the new Bellwether report from the Institute of Practitioners in Advertising (IPA), the decline in marketing expenditure has eased for the second quarter in a row, which suggests that marketers’ confidence in the economy is growing.

The report found that many respondents said their financial situations have improved for the first time since the first quarter of 2008.

“To anyone optimistically inclined, the April Bellwether seemed to signal the bottom of the market and the new report suggests that the worst is over,” said Rory Sutherland, president of the IPA.

According to the latest B2B Barometer from the Institute of Direct Marketing, email and online marketing will be among the fastest growing areas within the direct marketing industry this year.

The study also found that outsourcing marketing services are expected to increase by five per cent.
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Related Topics: Direct Marketing