Direct marketing industry buoyant

The direct marketing sector has experienced significant growth over the past two years, with a 9.5 per cent boost in employees, according to recent figures.

Research by think tank Future Foundation has revealed that the direct marketing industry has expanded by 886,000 since 2004.

The economic impact of the UK direct marketing industry report also reveals that the sector contributes some £43.7 billion to the UK economy.

Melanie Howard of Future Foundation said: "Our research findings paint a picture of a dynamic industry that makes a significant contribution to the UK economy.

"While traditional DM sectors maintain steady growth, the accelerated rise in new media, together with a heightened use of cross-media integrated campaigns, have provided a new dimension to the industry."

Robert Keitch, director of media channel development at the Direct Marketing Association, said: "The continued growth of the industry highlights its resilience and adaptability to changing conditions," mad.co.uk reports.

"However, to sustain such growth, it is vital that the industry continues to adapt and takes a responsible approach by balancing consumer and business needs with environmental and social responsibility."