DIRECT NEWS: Direct marketing spend continues to climb

Annual direct marketing expenditure increased by pounds 1 billion last year to reach pounds 7.2 billion, according to figures published by the Direct Marketing Association.

Annual direct marketing expenditure increased by pounds 1 billion

last year to reach pounds 7.2 billion, according to figures published by

the Direct Marketing Association.



The figures show that expenditure rose by 15 per cent last year, in

spite of increasingly stringent definitions of direct response

advertising.



And the DMA estimates that companies’ annual spend on direct marketing

will grow at an even faster rate in 1998.



These figures show companies spent almost as much on direct mail in the

first six months of this year as in all of 1997 - itself a record

year.



Colin Lloyd, chief executive of the DMA, said: ’Direct marketing is now

well established as the leading form of marketing communications in the

UK. The techniques and methodologies at the heart of direct marketing

are being applied in new business sectors and media every year. With the

advent of digital and interactive television, this is a trend that will

continue well into the next century.’



The three biggest growth areas for direct marketing in 1997 were

outdoor/transport, contract magazines and new media. Direct marketing in

new media has almost doubled since 1995, reaching pounds 90.65 million

last year.



Telemarketing overtook direct mail in 1997 to become the largest direct

marketing medium with an annual spend of pounds 1.8 billion, compared

with pounds 1.6 billion on direct mail.



The DMA says it expects digital and interactive broadcasting to be the

main growth areas in direct marketing over the next few years.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).