Direct Marketing Market Report 2012

Direct marketing is widely used by all industry sectors for both business-to-business (B2B) and business-to-consumer (B2C) marketing. This Key Note Market Report examines the market for direct marketing in the UK, covering all direct marketing channels. The traditional channels of direct mail, inserts, door drops and telemarketing have been in decline in recent years, having been taken over by Internet and e-mail marketing as a result of regular technological innovations.

The effect of the recession on the direct marketing industry was less severe than that experienced by other marketing sectors; direct marketing channels (such as direct mail or e-mail marketing) often provide a cheaper and more targeted alternative to other advertising methods such as television advertising. Direct marketing has a proven track record, offering value for money and demonstrating measurable returns on investment (ROI). During and since the recession, companies have been forced to account for much-reduced budgets and are now looking for the maximum return from any marketing campaign. As such, digital marketing was the fastest-growing part of the wide advertising industry during the economic downturn, as companies looked for cheaper marketing alternatives.

According to the Direct Marketing Association (DMA), in 2011, display advertising in newspapers and magazines was the largest sector within the overall direct marketing industry and accounted for one fifth of total direct marketing expenditure. Internet search and banner advertising combined accounted for the second-highest advertising spend, at 17.6%, followed by direct mail and door drops, and email marketing, each taking a 16% share of total spend.

The future of some direct marketing sectors, primarily direct mail, is likely to be negatively affected by changes to the UK postal system; in March 2012, postal regulator Ofcom announced that the Royal Mail was free to set its prices for most of the letters and parcels it delivers under a new 7-year framework. In terms of the effect on direct marketing, the price of a large letter direct mail rose between 4% and 7% but Royal Mail insisted that most increases would be below 5% and some under 1%. Moreover, the proposed EU Data Protection Regulation is expected to have a hugely detrimental impact on the UK's direct marketing industry.

Growth in Internet advertising, e-mail marketing and customer magazines, as well as mobile marketing, is expected to continue over the next few years. Key Note forecasts that the value of the overall direct marketing industry will increase by 5.8% in 2012, followed by further growth of 3.2% in 2013. SHOW LESS READ MORE >

Direct Marketing 2012
Foreword
Executive Summary
Market Definition

REPORT COVERAGE

MARKET SECTORS

MARKET TRENDS

Digital Marketing
Mobile Advertising Expenditure Up
Trends in Direct Mail
Use of Social Media by Top Firms on the Rise

ECONOMIC TRENDS

MARKET POSITION
The UK
Overseas
Market Size

INTRODUCTION

MARKET SECTORS
Introduction
Direct Mail
Internet Advertising
Direct-Response Print Media
Door Drops
E-mail Marketing
Customer Magazines
Direct-Response Radio
Direct-Response Television
Outdoor/Transport
Field Marketing
Mobile Marketing
Telemarketing
Industry Background

INTRODUCTION

NUMBER OF COMPANIES

EMPLOYMENT

REGIONAL VARIATIONS IN THE MARKETPLACE

HOW ROBUST IS THE MARKET?

LEGISLATION

KEY TRADE ASSOCIATIONS
The Advertising Association
Association of Publishing Agencies
British Interactive Media Association
The Chartered Institute of Marketing
Customer Contact Association
Direct Marketing Association
Federation of European Direct and Interactive Marketing
Incorporated Society of British Advertisers
The Institute of Direct Marketing
Institute of Practitioners in Advertising
International Mature Marketing Network
Internet Advertising Bureau
Mail Users' Association
The Marketing Society
The Mobile Marketing Association
Competitor Analysis

INTRODUCTION

MARKET LEADERS
Leading Direct Marketing Agencies
Leading Digital Marketing Agencies
Leading Field Marketing Agencies

MARKET LEADERS
AIS Group Ltd
BD Network Ltd
Billington Cartmell Ltd
Cello Group PLC
CHI and Partners Ltd
Gyro Communications Ltd
Haygarth Group Ltd
Iris National Worldwide Ltd
R Realisations Ltd
Progressive Digital Media Group PLC

OTHER COMPANIES - MOBILE MARKETING
Blyk Ltd
MindMatics Ltd

OUTSIDE SUPPLIERS - DATA
Response One Ltd
MediaLab Group Ltd
EDM Media Ltd

MARKETING ACTIVITY
The DMA Awards
The Marketing Society Awards for Excellence
Marketing Week Engage Awards
The BIMA Awards
Mobile Marketing Awards
Strengths, Weaknesses, Opportunities and Threats

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS
Buying Behaviour

INTRODUCTION
B2B Direct Marketing
B2C Direct Marketing
Current Issues

DMA SIGNS AGREEMENT WITH DEFRA TO CUT WASTE

EU DATA PROTECTION REGULATION

ROYAL MAIL INCREASES POSTAL PRICES
The Global Market

LEADING GLOBAL AGENCIES

DIRECT MARKETING ASSOCIATIONS
Forecasts

INTRODUCTION
General Economic Forecasts

FORECASTS TO

THE FUTURE
Company Profiles

INTRODUCTION

DEFINITIONS
Turnover (Sales)
Pre-Tax Profit
Profit Margin
Average Remuneration
Sales per Employee

FURTHER INFORMATION

AIS GROUP LTD
Previous Name(s) and Date(s) of Change
Principal Activities

SIC Code
Structure
Recent Developments

FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios

BILLINGTON CARTMELL LTD
Previous Name and Date of Change
Principal Activities
SIC Code
Structure
Recent Developments

FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios

BD NETWORK LTD
Previous Name and Date of Change
Principal Activities
SIC Code
Structure
Recent Developments

FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios

CELLO GROUP PLC
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Recent Developments

FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios

CHI and PARTNERS LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Code
Structure
Recent Developments

FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios

GYRO COMMUNICATIONS LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Recent Developments

FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios

HAYGARTH GROUP LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Recent Developments

FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios

IRIS NATION WORLDWIDE LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Code
Structure
Recent Developments

FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios

PROGRESSIVE DIGITAL MEDIA GROUP PLC
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Recent Developments

FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios

R REALISATIONS LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Code
Structure
Recent Developments

FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
Further Sources
Associations
Publications
Government Publications
Other Sources
Key Note Sources
Key Note Ltd
Understanding Consumer Survey Data
Number, Profile, Penetration
Social Grade
Standard Region

- AIS Group Ltd
- BD Network Ltd
- Billington Cartmell Ltd
- Cello Group PLC
- CHI and Partners Ltd
- Gyro Communications Ltd
- Haygarth Group Ltd
- Iris National Worldwide Ltd
- R Realisations Ltd
- Progressive Digital Media Group PLC
- Blyk Ltd
- MindMatics Ltd