The global direct marketing services was valued at almost $323 billion in 2015 and is expected to surpass $402 billion by 2021
Procurement market intelligence analysts have announced its latest market research report on direct marketing services for the period 2017-2021. This market analysis discusses the major drivers and key emerging trends that will influence the growth of the direct marketing services market during the forecast period. Some of the top vendors listed in this industry analysis include Wunderman, Epsilon, Ogilvyone Worldwide, Experian, and Rapp Worldwide.
In terms of geographical analysis, the Americasaccount for the largest shareholder in the global market, with a market share of around 51%. The US was the key revenue generating country in this region in 2015 and occupied almost 62% of the overall market portion in the Americas.
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According to Angad Singh, a category specialist at Technavio for research on category spend intelligence, “The use of 3V advertising offers easy segmentation and tracking and helps in creating a brand exclusivity amongst the end-users. Snapchat is emerging as a very important platform for marketers in reaching target audiences easily. This tool incorporates analytics that will help to create sponsored geofilters, which can be used in specific areas and events. Snapchat also helps marketers provide exclusive offers to a target group, enable live streaming of events, and increase brand awareness by providing engaging stories.”
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The new procurement market intelligence report analyzes some of the key drivers and trends responsible for the growth of this market and its sub-segments.
Integration of direct mail with digital marketing
The vendors in the market are linking digital channels with direct mailers through QR codes, augmented reality, and videos which allow customers to access the content seamlessly. The implementation of creative campaigns that use a multi-channel approach is letting brands leverage technology and connect better with customers. For instance, Microsoft recently used a mail insert campaign for publicizing the launch of Office 365 and its usage in the cloud. It placed live Wi-Fi hotspot inserts within select issues of Forbes magazine that provided users with free Wi-Fi access for 15 days.
Direct marketing techniques to target fragmented markets
The use of direct marketing services helps the organization to understand large volumes of customer transactional data that are in correlating consumer spend with demographic data. This analysis leads to fine-tuning of target segments and raises the need for a direct and custom approach marketing strategy. Direct marketing services use a data-driven approach to creating meaningful, and impactful campaigns, and allows easy tracking opportunities due to clear CTAs.
Effectiveness of direct marketing in providing personalized content
The excellent response rate of direct mail marketing provides immense opportunities for marketers to curate content and send to specifically targeted segments. For instance, History Asia designed a marketing campaign called, ‘Photo Face-Off,’ in which it sent a series of photo postcards to its members, clients, and affiliates. This event generated a massive response and generated about USD1 million in PR revenue and increased social mentions and photo requests.
A more detailed analysis is available in the procurement market intelligence report titled, ‘Global Direct Marketing Services – Procurement Market Intelligence Report 2017-2021.’
