Global Direct Marketing Services Category - Procurement Market Intelligence Report

  • Published: Feb 2019
  • Pages: 104
  • SKU: IRCMSTR10864-1
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Key findings: Direct marketing services

This market intelligence report on the global direct marketing services market offers actionable information on the global spend potential, regional spend dynamics, procurement strategies, and pricing models. Insights delivered in this report will help purchasers address potential procurement challenges faced while partnering with direct marketing services providers.

Marketers are upgrading their conventional methods of direct marketing which involved sending promotional letters, advertising circulars, coupon envelopes, postcards, samples, self-mailers, and other printed promotional materials to a multi-channel strategy. This strategy focuses on integrating direct mail with various online marketing channels such as mobile, social media, and e-mail via QR codes and PURL. Adoption of this strategy is expected to drive the category spend momentum for the direct marketing services market to a significant extent. The rapidly growing internet-using demography will inadvertently supplement the category growth during the forecast period.

To know more about the year-over-year spend growth rate, download a free sample report.

Insights delivered

Despite promises of impressive category growth, it has been observed that the potential investors are facing significant procurement challenges in the current direct marketing services market. This market intelligence report identifies such potential challenges and recommends specific procurement strategies to help minimize the procurement spend. Our reports also offer a comprehensive overview of the global and regional supply market, cost drivers, category risks, and supplier ecosystem to help procurement teams determine the best possible strategies for procuring direct marketing services at cost-effective rates.

Our portfolio of reports for the marketing category help buyers understand:

  • Global and regional spend potential for direct marketing services for the period of 2017-2022
  • Risk management and procurement strategies
  • Incumbent supplier evaluation metrics
  • Pricing outlook and factors influencing the procurement process

Analyze the global category spend for direct marketing services

Currently, the fragmented nature of the market has resulted in the creation of a smaller customer base who has very unique sets of needs. Buyers are resorting to customized marketing techniques to such specific customer segments to weed the competitions and boost their product growth. This, in turn, is exerting the necessary impetus to the category spend growth rate. The ability to unlock the enormous customer data across domains and lack of in-house direct marketing expertise are driving buyers to outsource these services to competent third parties in the direct marketing services market, thereby; contributing to the category growth.

For more information on the exact spend growth rate and yearly category spend, download a free sample.

This direct marketing services procurement research report offers coverage of:

  • Regional spend dynamism and factors impacting costs
  • Total cost of ownership and cost-saving opportunities
  • Supply chain margins and pricing models


Optimize category spend for direct marketing services

At a time when technology is changing the dynamics of the competition in the current direct marketing services market, it is imperative that buyers partner with suppliers that leverage marketing automation systems or data analytical tools in their infrastructure. While such technologies enable the suppliers to analyze customer data and draw meaningful insights, that can be used in campaigns, these enable buyers to gain higher response rates for their campaigns.

This direct marketing services procurement research report also offers coverage of:

  • Key category management objectives
  • Supplier cost breakup
  • Category pricing dynamics


Assess category spend for the US region

Leading companies in the US are exhibiting an incremental spend on social media marketing because of the immense popularity of a range of social media in this region. Some of the social media platforms that are commonly targeted by direct marketing companies are Facebook, Instagram, LinkedIn, and Twitter.  In the US, the practice of integrating direct marketing techniques with social media channels to gather customer-centric data to devise marketing campaigns has been proven to improve the marketers click-through rates.

Additional information offered in this market intelligence report will help buyers analyze:

  • Margins of suppliers in the US
  • Category spend in the US
  • Price outlook and forecasts until 2023

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Build strategies for effective supplier selection

In this fiercely competitive marketplace, service providers are expected to exhibit capabilities in handling multi-channel direct marketing campaigns. Such capabilities will bridge the gap between the buyer and the wide group of audience, thereby; gather more response rate and views on the buyers campaign.

This direct marketing services procurement research report identifies the major costs incurred by suppliers and provides additional information on:

  • Competitiveness index for suppliers
  • Market favorability index for suppliers
  • Supplier and buyer KPIs


Devise effective category management strategies for direct marketing services

Prevalence of ad blockers is acting as a significant growth-inhibitor for buyers in the direct marketing services market. Procurement strategies in this industry must have a cost-effective proposition of leveraging content management software that enables service providers to pass through ad blockers and reach the target audience. This software enables the creation and delivery of effective e-mails that are integrated with the rest of their marketing tools and applications.

Key insights offered in this market intelligence report will help the buyers identify:

  • Risk mitigation strategies
  • Cost-saving opportunities: Supply-side levers
  • Supplier relationship management strategies


Determine the spend dynamics for key geographies

The online marketing segment will dominate the direct marketing services market in North America. This is credited to the high demand for data-driven direct marketing strategies because of the improving accessibility to the internet among the population. Service providers in this region are implementing technologies, such as AI and blockchain, to track their marketing efforts and generate higher response rates. This, in turn, is supplementing the category growth in North America. Increasing usage of mobile devices in APAC will drive marketers to devise cross-device strategies, which will account for a high category spend growth rate in direct online marketing channels. At present, APAC is expected to register high growth in the digital marketing services industry. Meanwhile, in Europe, the integration of direct mail with online marketing channels is expected to gain momentum during the forecast period.

Key geographies analyzed in this digital marketing services procurement research report include the following:

  • APAC
  • MEA
  • Europe
  • North America
  • South America

Information on the top direct marketing services suppliers, actionable insights into the procurement strategies, and significant risks faced while procuring direct marketing services are offered in this market intelligence report. Download a free sample to access the reports complete scope of coverage.

Key Features of Report

Supply Market Insights
Procurement Best Practices
Cost Saving Opportunities
Pricing Models
Negotiation Strategies
Category Risk Analysis
Key Supplier Analysis
Supplier Capability Matrix


Direct Marketing Services - Category Spend Analysis


According to SpendEdge analysts, marketers are leveraging the power of digital channels to create a multi-channel strategy by integrating direct mail with digital channels via QR codes and PURL which is one of the key growth contributors of the direct marketing services industry.


Direct Marketing Services –  Procurement Best Practices

Buyers must engage with suppliers that have capabilities to offer direct and digital marketing services and offer a consistent customer experience across all media channels. Due to the effectiveness of digital communication channels, it is important to have an omnichannel strategy.


Direct Marketing Services - Procurement Challenges

Based on the analysis in this report, shortage of agencies that offer omnichannel services is one of the major procurement pain points experienced by the buyers. SpendEdge’s procurement specialists predict that the buyers must engage with the suppliers that have partnerships with service providers who specialize in niche services.

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PART 01: Executive Summary

PART 02: Market Insights

  • Global category spend
  • Category spend growth
  • Spend segmentation by region
  • Regional spend dynamics
  • Regional influence on global spend
  • Regional spend opportunity for suppliers

PART 03: Category Pricing Insights

  • Pricing outlook
  • Supplier cost structure
  • Outlook for input costs
  • Total cost of ownership analysis
  • Overview of pricing models
  • Comparison of pricing models
  • Supply chain margins
  • Cost drivers impacting pricing
  • Volume drivers impacting pricing

PART 04: Cost-Saving Opportunities

  • Supplier-side levers
  • Buyer-side levers
  • Quantifying cost-saving opportunities
  • Quantifying cost savings by negotiation strategies

PART 05: Best Practices

  • Innovation and success stories
  • Procurement excellence best practices
  • Procurement best practices
  • Sustainability practices

PART 06: Category Ecosystem

  • Market favorability index for suppliers
  • Competitiveness index for suppliers
  • Buyer power
  • Supplier power
  • Threat of new entrants
  • Threat of substitutes
  • Buyer ecosystem
  • Supplier ecosystem

PART 07: Category Management Strategy

  • Category management objectives
  • Supplier and buyer KPIs
  • Outsourcing category management activities
  • Risk management

PART 08: Category Management Enablers

  • Procurement organization
  • Category enablers

PART 09: Suppliers Selection

  • RFx Essentials
  • Supplier selection criteria
  • Service Level Agreement
  • Incumbent supplier evaluation metrics
  • PART 10: Suppliers Under Coverage
  • Overview
  • Supplier positioning
  • Profile: WPP
  • Profile: Alliance Data Systems
  • Profile: Omnicom Group
  • Profile: Interpublic Group
  • Profile: Harte Hanks
  • Profile: Publicis Groupe

PART 11: US Market Insights

  • Category spend in the US
  • Price outlook
  • Supplier cost structure in the US
  • Margins of suppliers in the US
  • Category cost drivers
  • Category volume drivers
  • Overview of best practices in the US
  • Procurement best practices in the US
  • US supply market overview
  • Supplier positioning for the US
  • Regional category risks

PART 12: Category Definition

  • Category hierarchy
  • Category scope
  • Category map

PART 13: Appendix

  • List of abbreviations
  • Key notes
  • Global category spend (2018-2023)
  • Category spend growth (2018-2023)
  • Regional spend dynamics
  • Regional spend dynamics
  • Comparison of category maturity across regions
  • Regional spend opportunity for suppliers (2018-2023)
  • Category pricing dynamics
  • Supplier cost breakup
  • Input cost dynamics
  • Total cost of ownership model
  • Benefit comparison of pricing models
  • Pricing models – comparison matrix
  • Supplier margin analysis
  • Margin analysis across supply chain
  • Cost drivers
  • Volume drivers
  • Cost-saving opportunities: Supply-side levers
  • Cost-saving opportunities: Demand-side levers
  • Cost-saving opportunity matrix
  • Negotiation grid
  • Innovation and success stories
  • Procurement excellence summary: Impact on the category
  • Supplier relationship management metrics
  • Strategic sourcing and category management metrics
  • Technology-facilitated procurement metrics
  • Procurement best practices dashboard
  • Sustainability practices: Impact on the category
  • Sustainability best practices
  • Market environment score
  • Market competitiveness score
  • Buyer power score
  • Supplier power score
  • Ease of market entry score
  • Ease of substitution score
  • Buyer ecosystem: Outlook
  • Supplier ecosystem: Outlook
  • Ecosystem disruption threats
  • Key category management objectives
  • Supplier KPI dashboard: Importance for the category
  • Buyer KPI dashboard: Importance for the category
  • Category management enablers
  • Risk management matrix
  • Category enablers: Procurement model
  • Category enablers: Technology
  • RFx questions
  • Phase I RFI considerations
  • SLA terms
  • Supplier performance benchmarking criteria
  • Supplier operational capability matrix
  • Supplier positioning matrix
  • WPP – Key information dashboard
  • Alliance Data Systems – Key information dashboard
  • Omnicom Group – Key information dashboard
  • Interpublic Group – Key information dashboard
  • Harte Hanks – Key information dashboard
  • Publicis Groupe – Key information dashboard
  • US category spend (2018-2023)
  • Category pricing dynamics
  • Supplier cost breakup
  • Supplier margin analysis
  • Margin analysis across supply chain
  • Cost drivers
  • Volume drivers
  • Procurement excellence summary: Impact on the category
  • Supplier relationship management
  • Strategic sourcing and category management
  • Technology-facilitated procurement
  • Procurement best practices dashboard
  • Supplier operational capability matrix
  • Supplier positioning matrix
  • Risk management matrix
  • Category definition
  • Category nuances
  • Importance of category relative to other categories

Research Framework

SpendEdge presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key category influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary research

  • Procurement heads
  • Category managers
  • Sourcing consortium professionals
  • Industry experts and thought leaders
  • Procurement managers
  • Category heads of suppliers
  • Client account heads/managers
  • Client and industry consultants

Secondary research

  • Industry journals and reports
  • Periodicals and new articles
  • Category webinars
  • Internal categiry playbooks
  • Industry and government websites on regulations and compliance
  • Internal databases
  • Industry blogs/thought leader briefings


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