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KN74068 KEY NOTE DIRECT MARKETING MAY 1998
ISBN 1-85765-819-1
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Table of Contents- Executive Summary
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TABLE OF CONTENTS
- Executive Summary
- Market Definition
- INTRODUCTION
- MARKET SECTORS
- MARKET POSITION
- MARKET TRENDS
- Table 1: Main Advertising Spend by Media
(£m and percent of total), 1995
- Market Size
- THE TOTAL MARKET
- MARKET SHARE
- BY INDIVIDUAL MARKET SECTOR
- Figure 1: Total UK Expenditure on Direct
Marketing ( percent), 1996
- Table 2: Total UK Expenditure on Direct
Marketing (£m), 1994-1996
- Table 3: Market Share of Direct Marketing
Techniques by Value ( percent), 1994-1996
- Table 4: Direct Mail Expenditure (£m),
1992-1996
- Table 5: Volume of Direct Mail (million
items), 1992-1996
- Table 6: Consumer Versus Business Mailings
by Volume ( percent), 1992-1996
- Table 7: Senders of Consumer Direct Mail ( percent
of total consumer mail), 1993-1996
- Table 8: Household Receipts of Direct Mail
(million items), 1992-1996
- Industry Background
- INTRODUCTION
- TYPES OF COMPANY
- TRADE ASSOCIATIONS
- REGULATORY BODIES
- TRADE JOURNALS
- Competitor Analysis
- THE MARKETPLACE
- MARKET SECTORS AND SUPPLIERS
- LEADING DIRECT MARKETING AGENCIES
- LEADING TELEMARKETING COMPANIES
- LEADING LIST AND DATABASE COMPANIES
- Table 9: The Top 20 Direct Marketing
Agencies by Turnover (£m), 1995 and 1996
- Strengths, Weaknesses, Opportunities and
Threats (SWOT)
- STRENGTHS
- WEAKNESSES
- OPPORTUNITIES
- THREATS
- Buying Behaviour
- INTRODUCTION
- BUYERS OF ADVERTISING/DIRECT MARKETING
- CONSUMER ATTITUDES AND BEHAVIOUR
- OVERALL RESPONSE RATES TO DIRECT MAIL
- TREATMENT OF DIRECT MAIL
- THE IMPACT OF DIRECT MAIL
- Table 10: Advertising Media Used Currently,
In the Past, Ever ( percent), 1994
- Table 11: Does Getting Direct Mail Make You
More Likely to Buy From the Company? ( percent), 1997
- Table 12: Adults Who Respond to Targeted
Direct Mail ( percent), 1994-1996
- Table 13: Direct Mail As An Influencer When
Shopping ( percent of consumers saying that they are influenced by it when shopping),
1997
- Outside Suppliers to the Industry
- INTRODUCTION
- COMPUTING AND SOFTWARE COMPANIES
- FULFILMENT HOUSES
- COMPANIES PROVIDING MARKETING AND OTHER
SERVICES
- RECRUITMENT COMPANIES
- PRINTERS
- Current Issues
- OVERALL MARKET CONDITIONS
- RISING INTEREST IN DIRECT MARKETING
- PROFITABILITY
- HUMAN RESOURCE MANAGEMENT PERSPECTIVES
- MERGERS AND ACQUISITIONS
- NEW DIRECT MARKETING MEDIA
- Forecasts
- FORECASTS 1997 TO 2001
- NEW GUIDELINES
- EUROPEAN DIMENSION
- WHAT KIND OF INDUSTRY?
- Table 14: Forecast of UK Expenditure on
Direct Marketing (£m), 1997-2001
- Company Profiles
- INTRODUCTION
- DEFINITIONS
- FURTHER INFORMATION
- Further Sources
- ASSOCIATIONS
- PERIODICALS
- DIRECTORIES
- GENERAL SOURCES
- HBI UK INFORMATION SOURCES
- GOVERNMENT PUBLICATIONS
- OTHER SOURCES
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EXECUTIVE SUMMARY
Direct marketing remains the fastest growing
segment of the UK advertising industry, with all the trends of a rapidly
emerging industry. These include a rash of mergers between the leading
companies, a growing involvement by foreign companies, and a shortage of
skilled staff.
In 1997, the direct marketing industry in the UK was
valued at £7.4bn, a rise of 53.2 percent over 1994. The major sectors of the
market are press advertising, telemarketing and direct mail. Direct mail
accounts for 20.7 percent of the total market.
In general, few clients use
just one method of direct marketing, but rather combine off-the-page
advertising with telemarketing and direct mailing campaigns supported by
database management companies and invariably as part of a wider, more
traditional above-the-line advertising campaign.
All indications are
that direct marketing will continue to be the fastest growing segment of the UK
marketing industry, with clients predicting increased spend up to the year 2000
and the number of firms and products/services they offer also increasing. It is
clear that the UK marketing industry is now one that is increasingly preferring
niche and targeted marketing over more general sales promotion tools.
Text © 1998
Key Note
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