Analysis from the marketing consulting firm Winterberry Group, entitled Outlook 2011 What to Expect in Direct & Digital Marketing, shows a positive outlook for direct channels in 2011.
Spending on direct mail is expected to increase 5.8% in 2011, to $47 billion dollars. This surge is driven by a return to acquisition mail led by financial services, retail, and automotive, according to the report. The direct marketing upswing is a continuation of the 2010 rebound in which direct mail spending rose 3.1% — after experiencing declines in 2007 (-1.4%), 2008 (-4.1%), and 2009 (-16.7%).
In addition to an increase in direct mail spend, direct response print advertising is expected to increase by 2.0% ($15.3 billion) and insert media will see a very slight bump in spending from $0.8 billion in 2010, to $0.9 billion in 2011.
Sources: Winterberry Group, Outlook 2011: What to Expect in Direct & Digital Marketing (free PDF, registration required), January 2011 and Marketing Powers Activate, Report: Direct Mail Spending To Grow 5.8%, January 14, 2011. Reprinted with permission from Print in the Mix – A Clearinghouse of Research on Print Media Effectiveness.