B2B direct marketing performance was down in the second quarter this year compared to the same period in 2007, new figures show.

According to the Q2 Quarterly Business Review (QBR) issued by the Direct Marketing Association (DMA), direct marketers’ aggregate revenues declined by approximately 3.6 per cent.

However, despite a relatively poor performance in the second quarter, overall profitability remained at a healthy QBR index score of 63.

The projected revenue for the third quarter suggested that there will be modest growth in the marketing industry, with an index of 52 which is down three points from the 55 posted for the second quarter.

Senior research manager, Anne B Frankel, said: “Overall, results show that weak economic conditions during the second quarter of 2008 caused direct marketers to experience softer revenues relative to the same quarter one year earlier.”

She added that while the revenue figures were negative, it is encouraging that profitability results were positive.
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