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Direct Marketing Association

Direct marketing industry expected to grow by 7% in 2012

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By The Drum Team, Editorial

July 31, 2012 | 2 min read

The direct marketing industry, worth £14.2bn last year, is expected to grow by seven per cent this year, the Direct Marketing Association has revealed.

The growth is expected to be driven by increased expenditure on digital channels; with companies expecting investment in email marketing to grow by 11.9 per cent to £2.5bn, social media marketing expenditure to rise by 8.1 per cent to £2.2bn and total internet search advertising spend to increase by 6.3 per cent to £516m.

The Putting a price on direct marketing study found that UK companies on average attribute 23% of their total sales to direct marketing.

Chris Combemale, executive director of the DMA, said: “While the UK remains mired in a protracted recession, the creative industries are among the few that are performing strongly, with direct marketing in particular making an outstanding contribution to the UK economy.

“The industry is bucking the prevailing trend with increases in overall expenditure and employment figures forecast for 2012.

“As Putting a price on direct marketing demonstrates, the Government must make every effort to ensure the industry can continue to play its part in dragging the UK out of recession.”

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