Direct marketing budgets have experienced the most reductions within the marketing industry in recent years, the latest Bellwether Report shows.

The survey also reveals that the proportion of companies that increased their second quarter budgets was 9.7 per cent – outweighed by the 18.8 per cent that made budget cuts – and giving an overall balance of – 9.1 per cent.

Not only has direct marketing expenditure been cut the most in the Bellwether Report’s eight-year history, but this year’s second quarter is the fourth in a row that the direct marketing sector has produced a negative reading.

Budgets for all marketing sectors during the second quarter were down by 12.4 per cent, the largest cut since the final quarter of 2001, when the September 11th terrorist attacks resulted in a decline in confidence.

Mark Runacus, chief strategy officer at Hicklin Slade & Partners, said: “Obviously the results are a concern, but not specifically for the direct marketing industry. I think it’s important to look at direct marketing’s results in the greater context of overall spend reduction.”

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Related Topics: Direct Marketing