Forecast: More advertisers will use direct marketing in 2009

In the coming year more and more marketers are going to try reaching out and touching someing directly. According to a forecast from the Direct Marketer's Association, direct marketing efforts will account for just over half (52%) of the entire US ad spend in 2009.

by Kristina Knight

According to the report marketers will spend nearly $177 billion on direct marketing efforts; the revenue generated from the ad spend will generate about 10% of the US gross domestic product. Next year, 2009, direct marketing is expected to reach more than $183 billion, a 3% increase of 2008's expected numbers.

Commercial email and online marketing efforts are expected to lead the way.

"Despite the current uncertain economic times and sluggish, even declining periods in the latter part of 2008, direct marketers should realize 3.7 percent nominal annual growth in sales this year," continued Johnson. "Direct marketing's integration of multiple sales channels and highly targeted offers means that businesses utilizing direct marketing typically outperform their competitors, even when sailing into financial headwinds. As the economy recovers in the latter part of next year, these advantages mean direct marketers will likely see sales growth of 4.5% next year. This improved revenue performance is forecast to help revive a US economy that desperately needs assistance."

The boost in direct marketing is also expected to boost the overall economy by providing jobs in much-needed sectors. Also, in 2009, for every $1 spent on a direct marketing ad marketers are expected to see a return of just over $11.