Marketers Report Data-Driven Marketing Drives Positive Value;
Media and Tech Industries Can Expect a Good Year

New York, NY, April 11, 2014 The Direct Marketing Association (DMA) today released the 2014 DMA Statistical Fact Book, offering information on the latest benchmarks, marketing trends, and consumer behavior.  According to the report, the majority of marketers say that data-driven marketing drives positive value to their company today – and even more predict it will do so in the future.

“Financial analysts predict 2014 will be a year of broad economic growth and the marketing, media and technology industries can expect a good year as well — fueled by increased spending on advertising and related marketing services,” said Bruce Biegel senior managing director, Winterberry Group, citing the 2014 Fact Book. “With marketers increasingly investing in digital and video-based communications, these industries will continue to see brands place emphasis on targeted, measureable, data-driven approaches for audience engagement in 2014, tying practices in to both business objectives and results.”

Findings include:

·         66% of marketers believe that data-driven marketing drives positive value to their company today – and 93% believe it will in the future.

·         41% of marketers are already seeing a positive ROI from data-related marketing expenditures.

·         More than two-thirds of marketers say that acting on data to improve marketing performance is one of their most important objectives.

·         More than half (53%) of marketers are increasing their marketing analytics budgets.

·         Direct and digital spending was $133.4 billion in 2013.

Features of the 2014 Statistical Fact Book

Now in its 36th year, this newest edition contains facts from nearly 70 leading research sources and nearly 350 charts from leading information sources, including comScore, Experian, and Econsultancy.  This 2014 edition also includes thought-leadership pieces in the form of chapter introductions from prominent thought leaders and luminaries.

“DMA researchers scanned thousands of industry sponsored and independent white papers, reports, infographics, and other documents to find the best and most relevant information for this year’s Statistical Fact Book,” said Gina Scala, DMA’s vice president of education & research. “We’ve added dozens of new charts and sources on new media to augment the updated information on traditional channels. This new edition also contains an expanded chapter on Data, and a brand-new Retail section.”  

2014 chapter topics include:  Catalog; Consumer Demographics; Data; Direct Mail; Email; Direct Marketing Overview; Internet; Historical Postal Rates; Mobile Marketing; Nonprofit; Retail; Search; and Social Media Marketing.

On April 23, at 2:00 p.m. ET, DMA will conduct a webinar highlighting some of the Fact Book’s most interesting statistics — straight from top thought-leaders in the marketing community. The lineup includes experts from Experian, ReturnPath, Mintel, IgnitionOne,  who will share benchmarks and best practices on data-driven tactics, consumer behavior, budget allocation, email trends, what’s to come in 2014, and more.  For more information, and to register, please click here

The 2014 Statistical Fact Book is available for purchase via DMA’s online bookstore.  The cost is $249 for DMA members and $499 for non-members.  To purchase, please click here.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.thedma.org) is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing.  Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques. DMA provides the Voice to shape policy and public opinion, the Connections to grow members’ businesses and the Tools to ensure full compliance with ethical and best practices as well as professional development. 

In 2012, the Data-Driven Marketing Economy (DDME) added $156 billion in revenue to the U.S. economy and fueled more than 675,000 jobs.  The real value of data is in its exchange across the DDME:  70 percent of the value of the DDME – $110 billion in revenue and 478,000 jobs – depends on the ability of firms to exchange data across the DDME. 

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