Consumer marketers feeling more confident, says survey

Share this article:
The economy might be retrenching and consumers souring, but consumer marketers are feeling more confident, according to a survey by Cegedim Dendrite which found that four in 10 expect DTC spend to increase in 2010.

Nearly three-quarters of those surveyed said spending would hold steady or increase, a big jump over last year's 43%, with 41% anticipating increased spending.
Of that 41% nearly half said the increase will come from more funds allocated to direct-to-patient (DTP) programs.

Among those anticipating decreased spending, half said funds would be shifted to different programs, 19% cited a shift to targeted DTP, 16% predicted a shift to professional promotion, 10% said funds would shift to more persistence and adherence programs and 9% anticipated a shift to more integrated non-personal promotion.

Respondents said TV, direct mail and radio budgets should be cut and the savings shifted into other areas. Asked where they'd like to see more spent, 72% said relationship marketing, while only 58% said they expected to see that happen, while 73% said loyalty card and persistence programming, with only 55% expecting increased spending in those areas.

Spending was expected to stay the same for awareness and trial, while leaping 48% on usage, indicating a shift away from spending to generate new customers and towards low-cost customer retention, said Cegedim Dendrite.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions