Upward trend in direct marketing continues
Deutsche Post presents Direct Marketing - Germany 2005 studyDüsseldorf, 09/28/2005, 11:30 AM CEST
Direct marketing in Germany continues its upward trend, even though the overall economic situation remains strained. Two-thirds of the advertising budget in the past year was invested in customer dialog. Retailers and service providers in particular increased their direct marketing activities in 2004. And while the average outlays did decline slightly, the number of direct marketing users climbed overall however: It passed the one million mark for the first time this year with 1,078,000 companies.
These are some of the results of the study "Direct Marketing - Germany 2005", in which Deutsche Post this year provides current facts and figures on direct marketing for the 17th time already. The study is currently being presented at DIMA. New this year is the examination of the entire advertising market. For the first time, it allows direct marketing to be classified and measured in the context of the German advertising landscape.
The upward trend in direct marketing is being borne by small and medium-sized enterprises. For example, these companies increased their outlays for direct marketing by EUR 2.2 billion in 2004, which is almost 50 percent higher than 2003. Service providers are again calling the tune with regard to expenditures for direct marketing. With total expenditures of EUR16.7 billion, they significantly increased their year-on-year outlays for direct marketing. Retailers also again increased their expenditures for direct marketing to EUR11.8 billion.
The number one direct marketing medium remains the addressed mailshot. Each user spent around EUR31,000 on average, making a total of EUR11.8 billion for 2004. But in addition to expenditures, the number of users also climbed. But the trend here is moving away from simple mass mailings to extensive special formats equipped with samples and catalogs.
Expenditures for telemarketing remained behind addressed mailshots at a stable EUR4.9 billion. Outlays for e-mail marketing declined from EUR1.9 billion to EUR1.7 billion, while the number of users increased in contrast.
The study also points out trends: Major companies and retailers are planning increased direct marketing activities for the future. Those surveyed want to continue to use in particular addressed mailshots, the Internet, and telemarketing.
The IPSOS opinion research institute surveyed 3,639 companies for the "Direct Marketing - Germany 2005" study. The research was planned jointly with Deutsche Post's Market Research Service Center (MRSC). For the first time, budgets for trade fairs, events, promotional campaigns, and customer magazines were collected and reported separately. The Direct Marketing - Germany 2005 study can be downloaded free of charge at: www.deutschepost.de/dmm.
Deutsche Post at DIMA: Hall 9, stand F47