Report Shows Growth and Optimism in Direct Marketing Community;
Increased Awareness of Need for Proper Data Analytics and Governance
New York, NY, April 30, 2013— The Direct Marketing Association (DMA) today released its Statistical Fact Book 2013. Now in its 35th edition, “The Definitive Source for Direct Marketing Benchmarks” offers a wealth of new research and data from 40 prominent sources and thought leaders.
This year’s reference book contains a newly-expanded chapter on marketing data, as well as updated and revised chapters on 11 additional key topics: Internet; Mobile Marketing; Social Media; Catalog; Consumer Demographics; Direct Mail; Direct Marketing Overview; Email; Nonprofit; and USPS Information. DMA has also added dozens of new charts on new media to augment the updated information on traditional channels.
The report points to continued growth and optimism in the direct marketing community— the strongest growth occurring in digital channels — with direct marketing expenditures in the US forecasted to grow to $196.0 billion by 2016, and 47 percent of companies planning to add staff in the first quarter of 2013.
Findings also reveal the increasing influence of digital and social channels on both consumers and businesses. For example, 49 percent of social media users in 2012 report that they will buy a product based on a positive social media post; and nearly 85 percent of B2B marketers used LinkedIn to distribute content in 2012.
“The Statistical Fact Book is constantly evolving as the data-driven marketing world itself transforms. For example, reflecting the explosive growth of big data in business, our chapter on Marketing Data has doubled in size,” said Gina Scala, DMA’s vice president of education and professional development. “Marketers are clearly recognizing that proper data analysis and data governance are essential to their success.”
Key findings in the newly amplified marketing data chapter show:
• Almost 85 percent of marketers will be taking additional steps to protect customer data and privacy in 2013.
• Almost half of best-in-class marketers are applying behavior to customer scoring.
• A quarter of marketers said that the biggest challenge they’ll be facing in 2013 is analyzing data, followed by applying data.
The 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.
In 2012, marketers — commercial and nonprofit — spent $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $2.05 trillion in incremental sales. In 2012, direct marketing accounted for 8.7 percent of total US gross domestic product and produces1.3 million direct marketing employees in the US. Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.
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