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DMA Releases New ‘The Power of Direct Marketing’ Industry Forecast

October 3, 2011

Economy Slows at End of 2011 with Weak Growth Expected in 2012

The economic recovery has slowed significantly in the second half of 2011, with little improvement seen for 2012 even if the US avoids a double-dip recession. Although direct marketing is expected to continue to outperform the broader US economy, growth in all channels will slide from 2011 numbers. The fastest growth again will be with mobile marketing, which is expected to rise nearly 40 percent, followed by the various online channels, all with double-digit increases. Virtually all traditional media, however, will see growth rates either in the low single digits or in negative territory.

9.2 Million Jobs Generated by Direct Marketing

The increased economic activity produced by direct marketing will support 9.2 million jobs in the US in 2011. Companies continue to work on improving their productivity, which limits the number of new jobs created. Despite the strong growth in sales and expenditures in direct marketing, a net of only 66,000 new jobs will be created in 2012.

Preparation of the Report

DMA’s The Power of Direct Marketing Report was prepared in August 2011 using the economic model of US direct marketing activity updated every year for DMA by Global Insight. Incorporating the most recent data available on developments in all sectors of the US economy, it aims to help marketers plan expenditures, sales, ROI, and employment for the 16-month period through the end of 2009.

The report is available for download on DMA’s online bookstore. The cost is $295 for DMA members and $595 for non-members.

About Direct Marketing Association (DMA)

The Direct Marketing Association is the world’s largest global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies.

Source: DMA.



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