WHERE DIRECT MARKETING IS HEADED

In early 2010, PRIMIR commissioned J Zarwan Partners with Interquest to investigate direct marketing and where opportunities exist for the graphic communications industry.

This new PRIMIR study, Trends and Future of Direct Marketing, examines direct marketing, and in particular, how printed direct marketing channels are performing in light of a host of new non-print direct marketing options.

“Email, websites, social media and mobile channels pose threats to print,” PRIMIR reports. The study addresses the impact of technology, economic and social issues, environmental concerns, postal rates and demographics, as well as developments and differences in more than 16 key vertical market sectors such as retail, finance, insurance, healthcare, and business services.

The resulting report reveals that direct marketing’s share of advertising expenditures has shown a strong upward trend over the past decade and continues to grow, accounting for nearly half of all advertising spending.

In 2009, direct mail (31%) and telemarketing (29%) were the most important channels. Of concern to the graphic communications industry, however, are non-print media such as web-direct, email, mobile, and social networks, which have increased in importance and share.

Despite the challenges, marketers believe print has a number of significant advantages, particularly deliverability and the ability to finely target. These marketing executives believe that print is more personal than other media and that customers prefer print.

One of the central questions of the study was the degree to which marketers will return to printed direct marketing when the economy recovers. And by the conclusion of the study in late 2010, direct mail volume had increased; the consultants believe this trend will continue. Marketers value printed direct marketing as an effective acquisition channel.
The 450-page report is available exclusively to members of PRIMIR.

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