Alterian, a global provider of database marketing and customer insight solutions, today announced the results of its annual transatlantic survey, revealing that optimism within the industry remains high for a second year running but there are still major operational challenges to be tackled. Almost 700 marketers and marketing service providers across the North American and UK direct marketing industries took part in the study, which was conducted at the end of 2005.
63 percent of respondents believe their or a client's DM expenditure is expected to increase in the next 12 months with only 5 percent saying it would decrease. This mirrors last year's survey forecast of 60 percent and 5 percent respectively. Confidence in the US was higher than the UK this year, with 70 percent expecting an increase compared with 53 percent.
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