The Direct Marketing Association in the US has done its first major survey focussed on the b2b sector, discovering that the biggest single area of spend is direct response communications.

The most interesting finding for me is that the US statistics separate off online marketing and online PR (termed new media). Within direct response communications, online marketing is now the second largest focus taking 18.8 per cent of the budgets. While Online PR has a much smaller budget and appears as the smallest area mentioned (at 1.5 per cent) it is great news that companies are taking blogs and RSS and other such tools seriously enough to acknowledge its worth.

I doubt that we would find such a statistic in the UK just yet but am sure from talking to businesses and PR professionals that we are quickly moving in that direction.

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