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Facts & Figures about International Direct Marketing
International direct marketing (DM) encompasses all marketing activities that are used for single-level or multilevel (direct) communication and/or for direct sales (i.e. mail order retailing).
Basic Information about International Direct Marketing
International direct marketing definition: All transnational marketing measures, launched with the intention to establish an interactive connection to a target person and to trigger an individual measurable reaction. (Deutscher Direktmarketing Verband (DDV))
- For a campaign to be successful, its design and language must be tailored to the specific needs and preferences of the target group
- Addressing recipients whose names have been identified with properly personalized core messages and "key visuals" increases the level of awareness and product sales
- Direct marketing campaigns based on the principle "create globally, think locally, act globally" are an optimal addition to standard marketing activities in companies that are engaged internationally and want to market products simultaneously in multiple countries
Direct Marketing Expenditure
(in millions of US dollars)
| Country | 2002 | 2003 | 2004 | 2007 | 98-03** | 03-07** |
|---|---|---|---|---|---|---|
| USA* | 144,490 | 151,985 | 160,952 | 191,155 | 4.40% | 5.90% |
| Japan | 71,729 | 75,851 | 80,140 | 97,287 | 2.20% | 6.40% |
| Germany | 27,941 | 30,586 | 33,375 | 41,393 | 4.70% | 7.90% |
| Great Britain | 18,322 | 19,955 | 21,493 | 26,275 | 5.20% | 7.10% |
| France | 16,982 | 18,425 | 19,827 | 23,379 | 4.00% | 6.10% |
| Italy | 14,288 | 15,585 | 16,786 | 20,474 | 4.40% | 7.10% |
| Canada | 7,164 | 7,735 | 8,229 | 9,669 | 6.90% | 5.70% |
| Taiwan | 5,819 | 6,893 | 8,134 | 13,862 | 15.30% | 19.10% |
| The Netherlands | 6,022 | 6,549 | 7,074 | 8,625 | 5.40% | 7.10% |
| South Korea | 4,931 | 5,728 | 6,518 | 9,681 | 23.70% | 14.00% |
| Spain | 4,994 | 5,458 | 5,953 | 7,438 | 5.40% | 8.10% |
| Australia | 4,788 | 5,323 | 5,797 | 7,371 | 8.40% | 8.50% |
| Switzerland | 4,925 | 5,06 | 5,188 | 5,576 | -0.10% | 2.50% |
| Belgium | 4,407 | 4,814 | 5,210 | 6,402 | 4.40% | 7.40% |
| Sweden | 3,968 | 4,360 | 4,767 | 5,954 | 7.00% | 8.10% |
| Hong Kong | 3,265 | 3,821 | 4,484 | 6,751 | 2.80% | 15.30% |
| Austria | 2,927 | 3,174 | 3,414 | 4,128 | 4.90% | 6.80% |
| Norway | 2,646 | 2,817 | 2,957 | 3,409 | 9.90% | 4.90% |
| Finland | 2,365 | 2,617 | 2,872 | 3,617 | 7.70% | 8.40% |
| Denmark | 2,237 | 2,443 | 2,642 | 3,210 | 5.80% | 7.10% |
| Ireland | 2,054 | 2,392 | 2,748 | 3,915 | 14.50% | 13.10% |
| Mexico | 1,782 | 1,941 | 2,151 | 2,782 | 11.90% | 9.40% |
| Argentina | 1,151 | 1,256 | 1,364 | 1,707 | 0.60% | 8.00% |
| Brazil | 1,019 | 1,154 | 1,296 | 1,753 | 5.80% | 11.00% |
| Portugal | 606 | 673 | 745 | 955 | 6.60% | 9.20% |
| Greece | 565 | 630 | 706 | 910 | 7.20% | 9.60% |
| New Zealand | 521 | 551 | 578 | 725 | 4.00% | 7.10% |
**DMA forecast (2004a)
Source: M. Krafft, J. Hesse and K. Peters (2007), International Direct Marketing - the book (Editors: M. Krafft, J. Hesse, J. Höfling, K. Peters, D. Rinas), p. 12, Springer
Proportion of direct marketing expenditure (as % of traditional advertising)
When comparing direct marketing expenditure with that for traditional advertising media, the differences between countries are exposed even more clearly. It is apparent that, by 1998 direct marketing expenditures in the
Netherlands already exceeded expenditure on traditional advertising. This trend can also be seen in many other northern European countries, e.g. Germany, France, Denmark and Austria, as such outlays approached 80% of the amount spent for traditional advertising. By 2003, investment in direct marketing in Germany exceeded investment in traditional advertisement.
Source: M. Krafft, J. Hesse and K. Peters (2007), International Direct Marketing - the book (Editors: M. Krafft, J. Hesse, J. Höfling, K. Peters, D. Rinas), p. 13, Springer
Source: M. Krafft, J. Hesse and K. Peters (2007), International Direct Marketing - the book (Editors: M. Krafft, J. Hesse, J. Höfling, K. Peters, D. Rinas), p. 13, Springer
International Direct Marketing Expenditure
(in millions of US dollars)**
| Country | 2002 | 2003 | 2004 | 2007 |
|---|---|---|---|---|
| USA* | 13,004 | 15,199 | 17,705 | 26,762 |
| Japan | 6,456 | 7,585 | 8,815 | 13,62 |
| Germany | 2,515 | 3,059 | 3,671 | 5,795 |
| Great Britain | 1,649 | 1,996 | 2,364 | 3,679 |
| France | 1,528 | 1,843 | 2,181 | 3,273 |
| Italy | 1,286 | 1,559 | 1,846 | 2,866 |
| Canada | 645 | 774 | 905 | 1,354 |
| Taiwan | 524 | 689 | 895 | 1,941 |
| Netherlands | 542 | 655 | 778 | 1,208 |
| South Korea | 444 | 573 | 717 | 1,355 |
| Spain | 449 | 546 | 655 | 1,041 |
| Australia | 431 | 532 | 638 | 1,032 |
| Switzerland | 443 | 506 | 571 | 781 |
| Belgium | 397 | 481 | 573 | 896 |
| Sweden | 357 | 436 | 524 | 834 |
| Hong Kong | 294 | 382 | 493 | 945 |
| Austria | 263 | 317 | 376 | 578 |
| Norway | 238 | 282 | 325 | 477 |
| Finland | 213 | 262 | 316 | 506 |
| Denmark | 201 | 244 | 291 | 449 |
| Ireland | 185 | 239 | 302 | 548 |
| Mexico | 160 | 194 | 237 | 389 |
| Argentina | 104 | 126 | 150 | 239 |
| Brazil | 92 | 115 | 143 | 245 |
| Portugal | 55 | 67 | 82 | 134 |
| Greece | 51 | 63 | 78 | 127 |
| New Zealand | 47 | 55 | 64 | 102 |
| Malaysia | 41 | 54 | 70 | 139 |
| South Africa | 36 | 41 | 48 | 74 |
| Thailand | 14 | 17 | 21 | 34 |
| Philippines | 5 | 7 | 9 | 16 |
| Total | 32,688 | 38,897 | 45,841 | 71,439 |
* USA based on DMA (2004), p. 11 and 15
** Source: own estimate
Source: Krafft, M., J. Hesse and K. Peters (2007), p. 16, in Krafft, M., J. Hesse, J. Höfling, K. Peters, D. Rinas (ed.): International Direct Marketing, Springer.
