MediaBuyerPlanner: Nearly $90 billion of the economy in the U.K. is affected by the direct marketing industry. That’s according to a new study by the DMA U.K. called The Economic Impact of the UK Direct Marketing Industry.
The total value of consumer and business sales generated by direct marketing is $257.3 billion, with consumer sales estimated to be $148.2 billion, or more than 9 percent of total U.K. consumer spending, writes DM News.
The market is showing signs of growing into other areas and new channels, according to Robert Keitch, director of Media Channel Development at the DMA U.K.
The proportion of sales accounted for by the internet increased nearly fourfold, from $28.8 billion in 2004 to $107 billion in 2006.
B-to-b and b-to-c direct marketing expenditure increased over the past two years, but b-to-c has grown faster, at 18.9 percent compared to 11.8 percent.
Related stories:
- Consumers Receptive to Direct Marketing
- Direct Response Gets Biggest Slice of B2B Budget
- DMA Report: Direct Marketing to Boost U.S. Economy
