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Direct Marketing Market Report Plus 2014 Product Image

Direct Marketing Market Report Plus 2014

  • Published: March 2014
  • Region: United Kingdom
  • 131 Pages
  • Key Note Publications Ltd

FEATURED COMPANIES

  • Bartle Bogle Hegarty Ltd
  • Bd Network Ltd.
  • Dunnhumby Ltd
  • Havas Ehs Ltd.
  • Jaywing Plc
  • Proximity London Ltd.
  • MORE

This Market Report examines the UK direct marketing industry, including all of the marketing channels defined within the industry by leading industry body, the Direct Marketing Association (DMA). Covering the sectors of display advertising in newspapers and magazines, direct mail and door drops, e-mail marketing, Internet search advertising, telemarketing, social media campaigns, direct response outdoor and transport, experiential marketing, Internet banner advertising, freepost and business reply, mobile marketing, and interactive television, the authors assesse the market across both business-to-business (B2B) and business-to-consumer (B2C) services. The authors estimate that direct marketing in the UK grew by approximately 8.6% in 2013, displaying continued growth in recent years that has resulted in direct marketing campaigns being responsible for around a quarter of all UK sales generated in the past year.

As direct marketing is used in almost every industry and business in the UK, the market has remained fairly resilient to changes in the economy in recent years; however, several direct marketing agencies have faced acquisition and consolidation by larger, global groups READ MORE >

Executive Summary

1. Market Definition
REPORT COVERAGE
MARKET SECTORS.
MARKET TRENDS.
Digital Marketing Innovation
Developments in Social Media .
Developments in Direct Mail.
Roll Out of Broadband and Smartphones.
Personalisation.
Negative Reputation of Marketing Channels
ECONOMIC TRENDS
Table 1.1: UK Economic Trends (000, £m, %, million and £), 2008-2012
MARKET POSITION
The UK
Overseas.

2. Market Size
THE TOTAL MARKET
Direct Marketing Budget Size.
BY MARKET SECTOR.
Display Advertising in Newspapers and Magazines
Table 2.1: UK Print Magazines and Newsbrands Advertising Expenditure by Sector
at Current Prices (£m), 2009-2013.
Figure 2.1: UK Print Magazines and Newsbrands Advertising Expenditure by Sector
at Current Prices (£m), 2009-2013.
Direct Mail and Door Drops.
Table 2.2: UK Door Drop Advertising Market
by Volume (millions of items), 2009-2013.
Figure 2.2: UK Door Drop Advertising Market
by Volume (millions of items), 2009-2013.
Table 2.3: UK Door Drop Advertising Expenditure
at Current Prices (£m), 2009-2013.
Figure 2.3: UK Door Drop Advertising Expenditure
at Current Prices (£m), 2009-2013.
E-Mail Marketing
Table 2.4: Total UK Market Value of E-Mail Marketing Industry (£m), 2009-2013
Figure 2.4: Total UK Market Value of E-Mail Marketing Industry (£m), 2009-2013.
Internet Search Advertising.
Table 2.5: Total UK Half-Yearly Advertising Expenditure
on Internet Search Advertising (£m), January to June 2011-2013 .
Figure 2.5: Total UK Half-Yearly Advertising Expenditure
on Internet Search Advertising (£m), January to June 2011-2013 .
Telemarketing
Table 2.6: Total UK Turnover for Activities of Call Centres (£m), 2009-2013.
Figure 2.6: Total UK Turnover for Activities of Call Centres (£m), 2009-2013.
Social Media Campaigns.
Direct Response Outdoor and Transport
Table 2.7: Total UK Outdoor and Transport Advertising Expenditure at Current
Prices (£m), 2009-2013.
Figure 2.7: Total UK Outdoor and Transport Advertising Expenditure at Current
Prices (£m), 2009-2013.
Experiential Marketing.
Internet Banner Advertising
Table 2.8: Total UK Half-Yearly Advertising Expenditure on Internet Display
Advertising (£m), 2011-2013
Figure 2.8: Total UK Half-Yearly Advertising Expenditure on Internet Display
Advertising (£m), 2011-2013
Freepost and Business Reply
Mobile Marketing
Table 2.9: Total UK Half-Yearly Mobile Marketing Spend
by Subsector (£m), January to June 2011-2013
Interactive Television
Table 2.10: Total UK Television Advertising Expenditure
at Current Prices (£m), 2011-2013
Figure 2.9: Total UK Television Advertising Expenditure
at Current Prices (£m), 2011-2013
3. Industry Background
RECENT HISTORY.
NUMBER OF COMPANIES.
Table 3.1: Number of UK VAT- and/or PAYE-Based Enterprises Engaged
in Advertising and Business and Management Consultancy Activities by Turnover
Sizeband (£000 and number), 2012 and 2013
EMPLOYMENT
Table 3.2: Number of UK VAT- and/or PAYE-Based Enterprises Engaged
in Advertising and Business and Management Consultancy Activities
by Employment Sizeband, 2012 and 2013
REGIONAL VARIATIONS IN THE MARKETPLACE.
Table 3.3: Number of UK VAT- and/or PAYE-Based Enterprises Engaged
in Advertising and Business and Management Consultancy Activities by Region,
2012 and 2013
HOW ROBUST IS THE MARKET?.
LEGISLATION.
The CAP Code.
The Direct Marketing Code of Practice.
EU Data Protection Act.
KEY TRADE ASSOCIATIONS
The Advertising Association
Chartered Institute of Marketing.
Customer Contact Association.
Direct Marketing Association
Federation of European Direct and Interactive Marketing.
Internet Advertising Bureau
Institute of Direct and Digital Marketing.
Institute of Practitioners in Advertising
Mobile Marketing Association
The Marketing Society
4. Competitor Analysis
THE MARKETPLACE
DIRECT MARKETING AGENCY RANKINGS.
Gross Income and Operating Profit
Table 4.1: Top Ten Direct Marketing Agencies by Gross Income and Operating Profit
(£000), Year End 2012.
By Industry Awards Points Score.
Table 4.2: Top Ten UK Marketing and Media Communications Agencies by Rank
and Points, 2013.
Table 4.3: Top 20 UK Marketing and Advertising Campaigns
by Rank and Points, 2013.
By Turnover.
Table 4.4: Leading Direct Marketing Agencies in the UK
by Turnover (£000), Latest Year End Available
MARKET LEADERS.
Bartle Bogle Hegarty Ltd
BD Network Ltd
Dunnhumby Ltd.
Havas
Jaywing PLC.
Ogilvy & Mather Group (Holdings) Ltd
Proximity London Ltd
Stream Intelligent Contact Ltd
Tangible UK Ltd
OTHER COMPANIES
adam&eveDDB
Arc Integrated Marketing Ltd.
G2 London/Geometry Global.
Progressive Digital Media Group PLC
Tullo Marshall Warren Ltd.
OUTSIDE SUPPLIERS — LIST OWNERS.
EDM Media Ltd.
Joined Up Marketing
Response One Ltd
MARKETING ACTIVITY.
Industry Awards.
Exhibitions and Conferences.
5. Strengths, Weaknesses, Opportunities and Threats
STRENGTHS
WEAKNESSES
OPPORTUNITIES.
THREATS.
6. Buying Behaviour
MARKETERS’ ATTITUDES
Table 6.1: Marketers’ Predictions of the Growth and Decline
of Their Businesses’ Marketing Budget in the Next 12 Months
by Size of Business by Percentage Change (%), 2013.
Measurement of Marketing Success
Table 6.2: Marketers’ Viewpoints of Their Companies’ Marketing Function (%),
2013
CONSUMER ATTITUDES.
Table 6.3: Consumer Preferences for Being Targeted
by Retail Marketers (%), 2013.
7. Current Issues
TECHNOLOGICAL AND INNOVATIVE DIGITAL DIRECT MARKETING
SOLUTIONS
Automated Shopping
Social Media
Near-Field Communications Technology
Sequential Messaging.
Augmented Reality Campaigns.
SUCCESSFUL AND INNOVATIVE DIRECT MARKETING CAMPAIGNS OF 2013
Channel 4.
Volkswagen.
ACQUISITIONS, CONSOLIDATIONS AND CLOSURES
Progressive Digital Media Group PLC
Iris Nation Worldwide Ltd
LEGISLATIVE CHANGES
Nuisance Telemarketing Calls
EU Data Protection Regulation.
CHANGES TO ROYAL MAIL
8. The Global Market
LEADING GLOBAL REGIONS
Table 8.1: Top Global Regions for Creativity in Direct Marketing as Listed in the Big
Won Report by Rank and Points, 2013
The US
Australia.
LEADING GLOBAL DIRECT MARKETING AGENCIES
Table 8.2: Top Ten Agencies for Direct Marketing as Listed
in The Big Won Report by Rank and Points, 2013.
LEADING GLOBAL DIRECT MARKETING CAMPAIGNS.
Table 8.3: Top Ten Direct Marketing Campaigns Across the Globe
as Listed in The Big Won Report by Rank and Points, 2013
9. Forecasts
INTRODUCTION
General Economic Forecasts
Table 9.1: Economic Forecasts (000, % and million), 2013-2017
FORECASTS 2014 TO 2018
Table 9.2: Forecast Change in Advertising Expenditure
in Relation to GDP, Consumer Spending and Business Investment and Implied
Adspend (%), 2014-2018
Figure 9.1: Forecast Change in Advertising Expenditure
in Relation to GDP, Consumer Spending and Business Investment and Implied
Adspend (%), 2014-2018
Table 9.3: Breakdown of Advertising and Marketing Budget Plans by Sector
by Year-on-Year Change (%), 2014 .
MARKET GROWTH
FUTURE TRENDS.
Developments in Wearable Technology.
Rise in Digital Outdoor Advertising.
Collaborations and Partnerships.
More Advancements in Technological Innovation.
Globalisation
Changing Nature of Marketing Channels.

10. Company Profiles

- Bartle Bogle Hegarty Ltd
- Bd Network Ltd.
- Dunnhumby Ltd
- Havas Ehs Ltd.
- Jaywing Plc
- Ogilvy & Mather Group (Holdings) Ltd.
- Proximity London Ltd.
- Stream Intelligent Contact Ltd.
- Tangible UK Ltd.

11. Further Sources

Associations.
Publications.
Government Publications
Other Sources.

- Bartle Bogle Hegarty Ltd
- Bd Network Ltd.
- Dunnhumby Ltd
- Havas Ehs Ltd.
- Jaywing Plc
- Ogilvy & Mather Group (Holdings) Ltd.
- Proximity London Ltd.
- Stream Intelligent Contact Ltd.
- Tangible UK Ltd.

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