subject: Direct marketing holds the key to weathering economic uncertainty according to latest DMA study [print this page] Direct Marketing has bucked the downturn in advertising by contributing 50.5billion to the UK economy in 2007, a growth of 15.4% on the previous year according to the DMA's Economic Impact of the Direct Marketing Industry 2008.
The research, which has been compiled by the Future Foundation, also revealed that employment generated by the direct marketing industry in the UK grew by 14% since 2006 to represent 3.4% of total employment and 1,009,000 people. This compares with 636,000 employed in the restaurant trade and 370,000 in market research and consultancy services. Expenditure on DM budgets has also reported a healthy 9.8% growth since 2006.
Consumer sales generated by DM now represent just over 9% of total UK consumer spend and are estimated to be worth 764 billion annually.
Victoria Bytel, Head of Membership & Research at the DMA, commented: "Direct marketing is a sophisticated way of communicating with customers; its targeted and timely approach means that businesses can promote the latest offers and deals in the most effective way to their key target audience. This gives businesses a high return on investment and consumers the best deals particularly desirable in times of economic uncertainty."
While DM has not always been considered the sexiest' form of advertising its strength lies in its return on investment, because it is an accountable medium which is designed to track and measure, thus enabling businesses to plan and invest wisely. As a result of this, even when the economy begins to slow,direct marketing continues to hold its own.
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Direct marketing holds the key to weathering economic uncertainty according to latest DMA study
