Alterian, a global provider of database marketing and customer insight solutions, revealed the results of its annual trans-atlantic survey. The 2004 survey examined attitudes of almost 600 marketers and marketing service providers (MSPs) in the UK and North American direct marketing industries. Key findings reveal that while both MSPs and marketers are optimistic about the state of the market and prospects for 2005, major issues still need to be overcome and investment challenges met.
Sixty percent of respondents said their DM expenditure was expected to increase over the next 12 months while only five percent believe it will decrease.
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