PUBLISHER: The Business Research Company | PRODUCT CODE: 1811082
PUBLISHER: The Business Research Company | PRODUCT CODE: 1811082
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.
Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.
The rapid surge in U.S. tariffs and the resulting trade tensions in spring 2025 are heavily affecting the media sector, particularly in areas such as content creation, broadcasting, and digital streaming. Increased tariffs on imported audiovisual gear, editing tools, and broadcasting technologies have driven up both production and operational costs for media companies. Film and TV studios are incurring higher expenses for sourcing foreign-made cameras, lighting, and post-production equipment, while news and broadcast outlets are facing steeper costs for satellite services and transmission hardware. Additionally, retaliatory tariffs imposed by other countries are hindering the export of U.S.-based media content, curbing international revenue growth. To navigate these challenges, media firms are increasingly sourcing domestically, accelerating digital transformation, and adopting AI-powered production tools to reduce costs and sustain their global competitiveness amid ongoing trade disruptions.
The direct marketing market research report is one of a series of new reports from the business research company 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 $191.23 billion in 2024 to $203.91 billion in 2025 at a compound annual growth rate (CAGR) of 6.6%. The growth in the historic period can be attributed to the development of mass media, the growth of consumerism, the advent of digital marketing, the rise of customer relationship management (CRM) systems, improved data analytics, and the proliferation of telemarketing.
The direct marketing market size is expected to see strong growth in the next few years. It will grow to $261.96 billion in 2029 at a compound annual growth rate (CAGR) of 6.5%. The growth in the forecast period can be attributed to the growth of mobile marketing, personalization, and customization trends, expansion of social media marketing, the rising importance of data privacy and security, integration of omnichannel marketing strategies, and advancements in marketing automation. Major trends in the forecast period include a rise in the use of predictive analytics, growing importance of mobile-first strategies, increased focus on content marketing, enhanced integration of AI and automation, more stringent data protection regulations, and expansion of influencer marketing.
The forecast of 6.5% growth over the next five years reflects a slight reduction of 0.2% from the previous projection. This reduction is primarily due to the impact of tariffs between the US and other countries. Tariffs on imported CRM and analytics software tools could limit the effectiveness of data-driven direct marketing campaigns. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.
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 2024. 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.
Direct Marketing Global Market Report 2025 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.
This report focuses on direct marketing market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.
Where is the largest and fastest growing market for direct marketing ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The direct marketing market global report from the Business Research Company answers all these questions and many more.
The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.
The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.