DMA Study Finds BTB Leading FS Growth

Share this content:
The business-to-business market generated 45 percent of all insurance and financial services direct marketing sales in 1998 and is projected to surpass spending on the consumer market by 2007, according to the Direct Marketing Association's 1999 study of the sector.


BTB increased its share from 42 percent in 1993 and is expected to command a 47 percent share by 2003. Total direct marketing sales for the sector were $239.7 billion in 1998, or 17.5 percent of all direct response sales. Total DM advertising expenditures reached $24.8 billion, or 15.2 percent of all spending.


The study, part of an annual report compiled by the WEFA Group, also found that 55.5 percent of financial services advertising is used for lead generation. Telephone sales contributed to 41 percent of all DM sales, followed by direct mail (28 percent), and newspaper ads (17 percent).


In the consumer market, DM sales by depository institutions are expected to grow at the highest rate (7.3 percent) in the next five years while insurance carriers and agents should lead the BTB market with 12.2 percent annual growth. Depository institutions also saw the most sales from interactive media with a total of $175 million.
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above