European Direct Marketing Spend in 2001 Highest Ever

28 May 2002

FEDMA (Federation of European Direct Marketing Associations) today publishes its 2001 Survey on Direct and Interactive Marketing Activities in Europe – detailing the latest figures on direct and interactive marketing across twelve European nations. The numbers include expenditure and volumes both for internet and ecommerce, plus direct marketing turnover and employment data for the year 2000.

Alongside the five countries featured in last year’s report – Germany, Italy, the Netherlands, Spain and the UK – the latest edition adds seven new markets to the survey: Belgium, the Czech Republic, Finland, France, Hungary, the Slovak Republic and Sweden.

Across all markets, total expenditure for 2000 reached €43,031 million ($39,614m; £27,188m) , the highest direct and online marketing investment ever recorded in Europe.

All media experienced an increase in expenditure. Direct mail, which accounts for 70% of the total expenditure, did more than hold its own against increased competition from other media; while online marketing expenditure tripled in two countries (Italy and Hungary) and increased by 8% in total over 1999.

Although the total direct marketing spend of the four Central European countries ( €860 million) contributes only 2% of total European dm expenditure, the figures are crucial to establishing the scope of activity in these relatively new direct marketing markets. They reflect the enormous growth potential extant both for national and international direct and interactive marketing companies in the new EU-candidate countries.

The report is based on data from the national direct marketing associations, the Interactive Advertising Bureau, Forrester Research, and Royal Mail/Consignia, sponsors of the publication.

Says FEDMA director general Alastair Tempest: “Not only do the figures reflect an industry in constant growth and able to regenerate and develop itself; they also present a broader scope and progress in the data collection. With great effort and enthusiasm, the DMAs in the Czech Republic, Hungary, Poland and the Slovak Republic, and Greece, have collected extensive data from their markets, and thanks to new sources we have more complete figures for internet marketing.”

Data sourced from: Federation of European Direct Marketing Associations; additional content by WARC staff