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
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
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
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.