Direct Marketing
Multi-Market Research on Direct Marketing
IPC funded a major pilot study into direct marketing and the role of Direct Mail in six national markets: Belgium, France, the Netherlands, Sweden, the United Kingdom and the United States.The study took place during 2008 and was developed based on a study conducted by Deutsche Post in Germany; comparable findings are also included in the IPC Direct Marketing Intelligence 2008 Report.
Each year IPC brings together industry experts to discuss Direct Mail industry developments through Senior Executive Forums.
Communications Market Value
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US $456,479 million - 2009 forecast global advertising expenditure.
Source: ZenithOptimedia, July 2009
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45-50% - Percent of total advertising and communication budget advertisers spend on direct marketing (based on the six national markets IPC surveyed). Of this, Direct Mail accounts for the highest spend within direct marketing in most of the countries surveyed.
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25% - Percent of total marketing and communications expenditure in the US in 2007.
Economic Contribution of Direct Mail
The IPC DMI research provides a tool for estimating the economic contributions of Direct Mail activities. This is estimated as a percentage contribution to the Gross Domestic Product (GDP) of a country, and a percentage of working population.
The economic contribution of Direct Mail is calculated based on the total expenditure as estimated in the research. This accounts for all the monies spent by advertisers in all activities in the Direct Mail value chain, as well as costs associated with staff within their own organisation dedicated to Direct Mail activities.
More information on this study is available at IPC Direct Marketing Intelligence.
IPC Annual Conference: How Posts can Profit from Changes in the Global Advertising Market.