The Cycle

More money for online marketing support

So say the results of the fifth Annual Marketing Survey from Alterian, which were released last week. The company surveyed 852 marketers, marketing service providers, and systems integrators in North America and the UK in October and November 2007. Sixty-seven percent of respondents said the most investment would go to the database and analytics area in support of online marketing efforts. The study also found that 45% of marketers are now spending over $500,000 on online marketing compared with 37% in 2006. Finally, the survey found that 20% of marketers use more than seven separate applications to store and analyze marketing and campaign information. Alterian CEO David Eldridge commented about the findings, “Despite the current economic situation receiving much coverage on both sides of the Atlantic, investment in marketing, specifically online marketing, be it outsourced to agencies or in-house, continues to grow with only 7% of our respondents citing no planned resource increase.”

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