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Eric Dukart, who directs Sundog’s Customer Insight Group, just returned from DMA 05, the Direct Marketing Association’s national convention in Atlanta. In an article dated yesterday, DM News, the mouthpiece of that organization, reported that a Multichannel Marketing 2005 survey of direct marketers projects Internet sales will leap to 43 percent by 2007. Keep in mind these figures are specifically for companies that are considered direct marketers. One of the interesting findings of the survey was that 33 percent of Web sales were incremental...sales that wouldn’t have occurred if people would have had to order via phone or the mail.
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Sometimes it takes an outside resource to make you realize you’re heading in the right direction. We’ve been laser-focused for the last year on Web-centric marketing systems, ROI and interactive advertising. Then along comes this article that essentially says, “Hey, you guys are aboard a big locomotive and on the right track.”
According to an article in this month’s B-to-B Magazine, marketing ROI, electronic communications and online advertising are some of the dominant marketing trends. It’s a great read.
The article states that all departments in most successful B-to-B businesses are being asked to justify their budgets. Marketing is no exception. The story quotes Taddy Hall, chief strategy officer for the Advertising Research Foundation, “A driving force of accountability is the fact that measurement and the ability to calculate returns have improved dramatically with the Internet and real-time response measurement capabilities.”
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