Magazine article Marketing

Mail Stays Ahead of DM Pack

Magazine article Marketing

Mail Stays Ahead of DM Pack

Article excerpt

Client budgets through direct marketing agencies remain focused on direct mail, despite increases in areas such as new media, according to Marketing's Direct Marketing League Tables (see page 33).

Mail accounts for 38% of agency activity, with other media, such as door drops and inserts, making up the remaining part of agency services. Press ads account for 15% of agency business, inserts for 10%, door drops 9% and DRTV 7%.

New media is a growth sector for agencies but only accounts for 9% of activity. However, this is an increase from 4% of total income last year.

Research to back the League Tables shows that e-commerce is felt to be the biggest issue in the industry.

About 45% of the 80 agencies that participated in this part of the survey identified this as their biggest concern, with staff shortages the second most important issue.

Other issues, such as understanding customer relationship management and loss of the electoral roll data, were of less concern.

Agencies make 42% of their income from consultancy, planning, and account management. …

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