According to a new survey from Direct magazine, 41 percent of direct marketers' marketing budgets are being allocated to online channels this year, and 57 percent of direct marketers plan to increase their online spend in 2006, reports eMarketer (via MediaBuyerPlanner). Last year, marketers budgeted 75 percent for the traditional marketing channels, but this year only 59 percent are allocated to old channels, the survey found.
Online sales now account for 25 percent of total revenue for respondents, up from 20 percent last year, and online orders tend to be slightly more profitable than offline orders. Most of the budget for online is going to search engine marketing, analytics, and website customization.
