Direct Marketing Global Market Report 2024

Direct marketing refers to a promotional strategy where businesses communicate directly with consumers through channels such as email, social media, and more, aiming to promote products or services. This method enables businesses to target specific audiences and evaluate campaign effectiveness, potentially increasing response rates and optimizing marketing resources.

Key technologies in direct marketing include direct mail, telemarketing, email marketing, text (SMS) marketing, among others. Direct mail involves sending promotional materials such as brochures, catalogs, postcards, and personalized letters via postal mail. These methods find application in various sectors including retail, banking, transportation, media, government, and others, catering to business-to-business, business-to-government, and business-to-consumer interactions.

The direct marketing market research report is one of a series of new reports that provides direct marketing market statistics, including direct marketing industry global market size, regional shares, competitors with an direct marketing market share, detailed direct marketing market segments, market trends and opportunities, and any further data you may need to thrive in the direct marketing industry. This direct marketing market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The direct marketing market size has grown strongly in recent years. It will grow from $179.02 billion in 2023 to $191.23 billion in 2024 at a compound annual growth rate (CAGR) of 6.8%. The growth observed in the historical period can be credited to the evolution of mass media, the expansion of consumerism, the emergence of digital marketing, the adoption of customer relationship management (CRM) systems, advancements in data analytics, and the widespread adoption of telemarketing.

The direct marketing market size is expected to see strong growth in the next few years. It will grow to $250.15 billion in 2028 at a compound annual growth rate (CAGR) of 6.9%. The growth in the forecast period will be driven by the expansion of mobile marketing, trends towards personalization and customization, the continued growth of social media marketing, heightened emphasis on data privacy and security, integration of omnichannel marketing strategies, and advancements in marketing automation. Key trends expected in the forecast period include increased use of predictive analytics, the growing significance of mobile-first approaches, greater focus on content marketing, enhanced incorporation of AI and automation, stricter regulations on data protection, and the broadening scope of influencer marketing.

The increasing adoption of video marketing is set to drive the growth of the direct marketing market in the coming years. Video marketing involves strategically using video content to promote products or services, engage audiences, and boost sales. Its growing adoption is driven by its proven effectiveness in capturing attention, enhancing engagement, and increasing conversion rates. Video marketing complements direct marketing strategies by delivering compelling content directly to targeted audiences, fostering stronger emotional connections, and driving higher conversion rates. For example, a survey conducted by Wyzowl, a UK-based video marketing agency and software company, revealed that video content marketing adoption by businesses increased to 91% in a survey of 967 unique respondents, up from the 86% usage rate observed in 2022. Additionally, 75% of video marketers reported using AI tools for creating or editing marketing videos. Hence, the expanding adoption of video marketing is fueling the growth of the direct marketing market.

Key companies in the direct marketing market are harnessing AI and machine learning technologies, such as AI-based real-time product finder tools, to personalize product recommendations by predicting user preferences. AI-based real-time product finder tools utilize artificial intelligence algorithms to assist users in quickly and accurately finding products that match their specific needs and preferences. For instance, SAP Emarsys, an Austria-based enterprise software company, introduced the product finder AI shopping tool in April 2024. This tool enhances the customer shopping experience by predicting user preferences and offering tailored product recommendations. It also features real-time personalization, adjusting to user interactions dynamically, and advanced data analytics, enabling marketers to understand customer behavior patterns more effectively. Integrating AI and machine learning in direct marketing improves customer engagement, drives higher conversion rates, and delivers a better return on investment for businesses.

In May 2024, JTS Direct Inc., a US-based provider of direct marketing printing and mailing services, acquired MTI Connect to strengthen its capabilities in direct marketing. This acquisition enhances JTS Direct's direct mail and integrated marketing services, expanding its market position by leveraging MTI Connect's expertise in targeted multichannel direct marketing. MTI Connect is a US-based company that specializes in targeted multichannel direct marketing services.

Major companies operating in the direct marketing market are International Business Machines Corporation (IBM), Oracle Corporation, SAP SE, Salesforce.com Inc., WPP plc, Adobe Inc., Publicis Groupe, Interpublic Group of Companies Inc. (IPG), Dentsu Group Inc., Experian Marketing Services, Alliance Data Systems Corporation, RR Donnelley & Sons Company, Equifax Inc., Merkle, Nielsen Holdings plc, Quad/Graphics Inc., Dun & Bradstreet Corporation (D&B), Criteo, HubSpot Inc., Endurance International Group Holdings Inc. (owns Constant Contact), Acxiom Corporation, Zeta Global, Data Axle (formerly InfoGroup), Epsilon (Publicis Epsilon), Harte Hanks, Sendinblue, CM Group Limited (owns Campaign Monitor), Ogilvy & Mather, Valassis Communications Inc.

North America was the largest region in the direct marketing market in 2023. The regions covered in the direct marketing market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the direct marketing market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The direct marketing market includes revenues earned by entities by providing services such as customer relationship management (CRM) services, event marketing services, online advertising services, and content marketing services. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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