Direct Interactive Media Spending According to the 2002 Economic Impact US Direct & Interactive Marketing Today Forecast from the Direct Marketing Association (DMA), consumer and
business-to-business spending on direct marketing with interactive media in 2002 will total $4.04 billion -- a number that should rise to $8.4 billion by 2006. The DMA also estimates that interactive
media marketing sales will rise from $36 billion in 2002 to over $81 billion by 2006.
Ad Spending for Direct Marketing Interactive Media (Million $)
| 1996 | 2000 | 2001 | 2002 | 2006 |
| Consumer | $43.4 |
1,212.4 | 1,355.6 | 1,593.5 | 3,331.9 |
| B2B | $81.4 | 2,003.6 | 2,165.4 | 2,450.6 |
5,047.2 |
Source: Direct Marketing Association, July, 2002
DRI-WEFA conducted interviews, surveyed companies, collected and analyzed data for the 2002 study. The study
explains that "interactive marketing" can include any non-interactive commerce dollars spent as a result of interactive advertising communication (ie: if a car manufacturer's website leads to a sale
at a dealership). Looking at particular industries in the consumer sector, the DMA estimates that depository institutions will spend $183 million on interactive marketing in 2002 (and will therefore
be the consumer industry spending the most on interactive marketing). Other big spenders include the transportation equipment industry ($103.7 million) and the real estate industry ($88 million).
Consumer Interactive Media Advertising By Industry, 2002 (Million $)
Depository Institutions 183.3 Transportation Equipment 103.7 Real Estate 88.0 Communications
74.8 Health Services 82.4 Other Retailers 74.6 Security Brokers 73.4 Insurance Carriers/Agents 64.6 Auto Dealers/Service Stations 59.6 Industrial
Machinery/Equipment 53.9 Entertainment 53.4 Educational Services 48.8 Personal Repair Services 46.5 Restaurants 45.6 Business Services 39.2
Airlines 37.0 General Merchandise Stores 36.2 Transport Services 37.1 Social Services 30.9 Food/Kindred Products 28.9
Source: Direct Marketing
Association, July 2002 The DMA notes that the internet is still a relatively new format for direct marketing in 2002. A June 2002 study from DoubleClick determined, however, that US marketers are
spending 17% more on e-mail marketing than they did in 2001 and 9% more on online marketing in 2002.
US Marketer Budget Allocation By Channel, 2002 (% change vs. prior year)
Direct
Response TV 18.0% Email 17.0 Channel Marketing 14.9 Online Marketing 9.0 Out-of-Home 4.9 Display Marketing 3.8 TV -1.0 Print -1.4
Radio -2.3 Promotions/Coupons -3.0 Public Relations -4.2 Trade Shows -4.9 Telemarketing -6.8 Direct Mail -6.9 Catalogs -13.4
Source:
DoubleClick, June 2002 Find out more here.