Magazine article Marketing

Marketing Direct: List Report 2009 - Why Less Is More to DM's Data Players

Magazine article Marketing

Marketing Direct: List Report 2009 - Why Less Is More to DM's Data Players

Article excerpt

Welcome to the 2009 List Report, barometer of the direct marketing data sector, brought to you in association with Marketing Direct, the DM sibling of Marketing.

The following pages will give you the lowdown on one of the biggest media channels in marketing, in terms of sales and impact on communications effectiveness.

Consumer and business data is the driver behind the pounds 18bn UK direct response industry. Sales of data and accompanying services are estimated to be worth pounds 1bn a year - about the same size as the UK's PR industry.

True, data is under pressure, as is almost every other media, not least because financial services, once the most data-hungry industries of them all, has gone into retreat.

One sizeable straw in the wind is Capital One's recent decision to abandon direct mail as an acquisition channel. With that goes a very large order of data and accompanying hosting and analytical services.

Most of the players included in this survey have felt the pain of losing financial clients, but many have proactively replaced them with other buyers, notably from the telecoms, retail, leisure and utilities sectors. …

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