The direct marketing industry is worth £43.7 billion to the UK economy, according to figures published by Future Foundation.
In the study, entitled Economic Impact of the UK Direct Marketing Industry, the market analysts claim that £125 billion worth of consumer and business sales are generated by direct marketing.
Of these, consumer sales are estimated to take up £72 billion worth – slightly over nine per cent of total UK consumer spending.
Expenditure in both B2B and B2C direct marketing was found to have increased over the past two years, but B2C had shown quicker growth, at 18.9 per cent compared to 11.8 per cent for B2B.
The report also discovered that overall, expenditure on direct marketing budgets rose by 16.2 per cent from £14.1bn in 2004 to £16.4bn in 2006.
Future Foundation spokesperson Melanie Howard said the results showed a direct marketing was a strong industry.
“It is interesting that despite the challenges faced by direct marketing as a fast moving and rapidly evolving industry, it always seems to be able to adapt accordingly and ultimately continues to grow,” she said.
“This demonstrates direct marketing’s maturity as a marketing discipline, showing that it is ready and willing to change in response to new circumstances whether regulatory, technological, or consumer driven.”