Worldwide Business Information and Market Reports

Telephone +44 1404 891528 Fax +44 1404 891717 Email reportfinder @ tiscali.co.uk

Join the ReportFinder mailing list and be told of new reports

Email:

ISBN 1-85765-819-1

GO TO LATEST EDITION

Executive Summary

Table of Contents

Back to Advertising and Marketing Index and Shopping Cart

Back To REPORTFINDER home page and Search Engine

GO TO PREVIOUS EDITION

EXECUTIVE SUMMARY

Between 1994 and 1998, the direct marketing market grew by 71.6 percent, to reach £8.34bn. Telemarketing is now the largest sector of the market and one which is growing rapidly. In general, it is the new technologies entering the market that are propelling growth. Even traditional direct marketing techniques such as press advertising are increasingly utilising website addresses, freephone numbers and call centre follow-up techniques.
Additionally, a growing number of companies are utilising sophisticated database marketing techniques to support telemarketing and direct mailing campaigns. Both the Internet and direct response television (DRTV) are becoming increasingly accessible mediums for advertisers as prices fall and technology becomes more widespread. In addition, the number of UK citizens accessing cable, satellite and digital television is growing, as is the number of Internet users.
The biggest players in the industry remain the off-shoots of major above-the-line advertising agencies or specialist direct marketing agencies. However, there is a growing number of secondary players in sectors as diverse as telemarketing, contract magazine publishing and list brokering.
The direct marketing market in the UK is forecast to grow to £12.93bn by 2003, a growth of 43.6 percent in current price terms over 1999. Certainly it seems that a growing number of small- and medium-sized companies are going to start using direct mailing techniques as the technology comes within their financial reach.

Back to Top

TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Total Expenditure on Direct Marketing (£m), 1994-1998

Market Size

THE TOTAL MARKET

MARKET SHARE

MARKET SECTORS

Table 2: Total UK Expenditure on Direct Marketing (£m and percent), 1994-1998

Table 3: Total UK Expenditure on Direct Marketing by Market Share ( percent), 1994-1998

Industry Background

RECENT HISTORY

TYPES OF COMPANY

TRADE ASSOCIATIONS

Competitor Analysis

THE MARKETPLACE

MAJOR PLAYERS

Table 4: Selected Companies in the Direct Marketing Industry by Turnover (£m), 1997/1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNTIES

THREATS

Buying Behaviour

INTRODUCTION

Table 5: Responses to Direct Mailings (000 and percent adults), 1998

Table 6: Consumer Profile of Respondents to Direct Mailings by Sex, Age, Social Grade and Region ( percent of adults), 1998

Outside Suppliers to the Industry

INTRODUCTION

COMPUTING, SOFTWARE AND CALL HANDLING COMPANIES

FULFILMENT HOUSES

CONTRACT PUBLISHING

PRINTERS

DATABASE COMPANIES

OTHER SUPPLIERS

LIST BROKERS

Current Issues

DIRECT MAIL AND JUNK MAIL

ACCURACY OF DATA HELD

CONSUMER LISTS

GEOGRAPHIC INFORMATION SYSTEMS

THE INTERNET AS A DIRECT MARKETING TOOL

LOYALTY MAGAZINES

MERGERS AND AQUISITIONS

CALL CENTRES

RECRUITMENT AND RETENTION OF STAFF

ALIGNMENT OF ACCOUNTS

PRIVACY

THE ECONOMY AND FEARS OF A RECESSION

TARGETING THE AFFLUENT CONSUMER

Forecasts

FORECASTS 1999 TO 2003

FACTORS AFFECTING THE MARKET

Table 7: Total UK Expenditure on Direct Marketing at Current Prices (£m and percent), 1999-2003

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

Back to Top

Back To REPORTFINDER HOME PAGE

Ariadne - working together with our customers to enhance productivity and increase knowledge

© 2000 www.the-list.co.uk Ariadne

Last updated by Jacob van Eldik 24th January 2000