One in five organizations spend more than 45 percent of their overall marketing budgets on “target marketing” and an additional two in five spend between 15 percent and 45 percent on such activity, according to a new survey report by CSO Insights Inc. for direct marketing services firm Harte-Hanks Inc.

The report finds that nearly three out of four companies this year plan more investments in database management. Three in five companies plan to spend more on e-mail, Web design and data quality efforts and more than one in two on search engine marketing.

"Database and interactive marketing lead all categories in new marketing investments," Richard Hochhauser, president/CEO of Harte-Hanks, New York, said in a statement. "Web sites and e-mail, in particular, really show strength. Yet struggles with data quality and data management remain pervasive. There is more work to do."

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