Spending on direct marketing in Australia topped $12bn last year up 7.8% in 2006, with significant increases in online DM buoying the results.
The estimated numbers from the Commercial Economic Advisory Service, show spending on telemarketing remained the most popular form of DM, coming in at $3.4bn, an increase of just over 6% on 2005. However, the figures are for the period before the Federal Government’s ‘Do Not Call Register’ was introduced.
Direct online marketing was the fastest growing category in 2006 up 17.2% to $3.2bn. There were also significant gains in direct mail, up 8.8% to $1.7bn and TV which increased by 7.1% to $90m.
Catalogues rose by 3.7% to $3.4bn, with mail order at $429m, up 2%, metro newspaper were up 3% to $47m and magazine directories up 2.2% to $49m.
DM spend in classified directories was down 10.4% to $1.3bn, but CEASA said spending on the category actually went up in 2006 but the drop was due to incomplete returns for the period.
CEASA spokesman Bernard Holt said: “The figures suggest that the industry is growing steadily as it has been doing for many years.
It is the 12th year CEASA has complied data on DM spending in Australia.
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