Companies increased their spend on direct marketing during the last three months of 2010

Spending on direct marketing, internet advertising and paid search increased during the fourth quarter of last year, the latest IPA/BDO Bellwether report shows.
However, the study also found that overall marketing budgets were revised downwards during the last three-month period, as marketers responded to the uncertain economic climate.

Some 22 per cent of companies revised their marketing budget down in quarter four, while 17 per cent increased their spend, leaving a net balance of -5.4.