Direct Marketing Drives Economic Growth, Report Finds
Direct marketing-driven sales continue to grow and are outpacing the U.S. economy, according to the Direct Marketing Association's biennial forecast of direct marketing's economic impact on the economy, The Power of Direct Marketing.
Notable findings from the report include the following:
- 8.7 percent of the country's gross domestic product comes from direct marketing;
- sales attributed to direct marketing will grow 7.1 percent this year to nearly $2 trillion;
- direct marketing advertising spend grew 5.6 percent to $163 billion this year, accounting for 52.1 percent of total advertising spending; and
- the return on investment for direct marketing advertising in 2011 is projected at $12.03 of sales per dollar of expenditures, compared with $5.24 for general advertising.
Most of this growth is due to the presence of online media, specifically mobile, which is expected to grow by more than 50 percent this year. Search engine marketing and social media marketing are also expected to grow by more than 20 percent in 2011. What's more, the direct marketing community will support 9.2 million jobs this year, with 66,000 new jobs expected to be created in 2012.