Part I DIRECT MARKETING SALES The Value of Direct Marketing Driven Sales by Telephone Marketing (in Billions of Dollars) Compound Annual Growth Market 1992 1997 2002 1997-2002 Consumer $134.8 $185.9 $272.7 8.0% Business-to-Business $158.3 $238.6 $393.6 10.5% Total $293.0 $424.5 $666.3 9.4% Sales from telephone marketing represent 34.6% of the total U.S. sales attributed to direct marketing which is $1,266,200,000,000. The media that is second in importance is direct mail at 30.8% of the total. The sales growth of business-to-business telephone marketing at 10.5% is the fastest growing segment of all telephone marketing.Value of U.S. Direct Marketing Driven Sales by Telephone Marketing and Intended Purpose (in Billions of Dollars) Compound Annual Growth Intended Purpose 1992 1997 2002 1997-2002 Lead Generation $ 173.5 $259.0 $420.9 10.2 % Direct Order $ 95.0 $134.4 $199.5 8.5 % Traffic Generation $ 24.5 $ 33.1 $ 46.0 6.9 % Total $293.0 $426.5 $666.3 9.4 % Consumer U.S. Driven Sales by Telephone Marketing by Intended Purpose (in Billions of Dollars) Compound Annual Growth Intended Purpose 1992 1997 2002 1997-2002 Lead Generation $ 70.4 $100.0 $152.8 8.8 % Direct Order $ 47.7 $ 64.0 $ 90.5 7.2 % Traffic Generation $ 16.6 $ 21.8 $ 29.2 6.0 % Total $134.8 $185.9 $272.7 8.0 % Business-to-Business U.S. Driven Sales by Telephone Marketing by Intended Purpose (in Billions of Dollars) Compound Annual Growth Intended Purpose 1992 1997 2002 1997-2002 Lead Generation $103.1 $159.0 $268.0 11.0 % Direct Order $ 47.3 $ 68.5 $109.0 9.7 % Traffic Generation $ 7.8 $ 11.2 $ 16.8 8.4 % Total $158.2 $238.7 $393.6 10.5 %
Part II DIRECT MARKETING ADVERTISING EXPENDITURES Direct Marketing Advertising Expenditures by Telephone Marketing and Market (in Billions of Dollars) Compound Annual Growth Market 1992 1997 2002 1997-2002 Consumer $ 16.0 $ 21.7 $ 29.5 6.3 % Business-to-Business $ 24.8 $ 36.5 $ 55.8 8.9 % Total $ 40.8 $ 58.2 $ 85.3 8.0 % Telephone advertising expenditures - $58,100,000,000- account for 37.9% of the total U.S direct Marketing Advertising expenditures which are $153,000,000,000. Lead generation by telephone accounts for the largest percentage of total U.S. advertising expenditures. The telephone accounts for 41.1% of all direct marketing lead generation advertising expenditures or $35,000,000,000. The next closest medium is direct mail at 20.1% or $17,000,000,000.
Direct Marketing Advertising Expenditures by Telephone by Intended Purpose (in Billions of Dollars) Compound Annual Growth Intended Purpose 1992 1997 2002 1997-2002 Lead Generation $ 24.0 $ 35.0 $ 53.1 8.7 % Direct Order $ 14.1 $ 19.2 $ 26.8 6.9 % Traffic Generation $ 2.7 $ 3.9 $ 5.4 6.7 % Total $ 40.8 $ 51.8 $ 85.3 8.0 % Consumer Direct Marketing Advertising Expenditures by Telephone and Intended Purpose (in Billions of Dollars) Compound Annual Growth Intended Purpose 1992 1997 2002 1997-2002 Lead Generation $ 8.5 $ 11.7 $ 16.6 7.2 % Direct Order $ 5.9 $ 7.8 $ 10.1 5.3 % Traffic Generation $ 1.6 $ 2.2 $ 2.8 4.9 % Total $ 16.1 $ 21.7 $ 29.5 6.3 % Business-to-Business Direct Marketing Advertising Expenditures by Telephone and Intended Purpose (in Billions of Dollars) Compound Annual Growth Intended Purpose 1992 1997 2002 1997-2002 Lead Generation $ 15.5 $ 23.3 $ 36.5 9.4 % Direct Order $ 8.2 $ 11.4 $ 16.7 7.9 % Traffic Generation $ 1.1 $ 1.7 $ 2.6 8.9 % Total $ 24.8 $ 36.4 $ 55.8 8.9 % PART III DIRECT MARKETING EMPLOYMENT Total Direct Marketing Employment by Telephone Marketing and Market ( in Thousands of Workers) Compound Annual Growth Market 1992 1997 2002 1997-2002 Consumer 3,177.4 3,758.1 4,636.6 4.3 % Business-to-Business 3,588.3 4,568.9 6,221.9 6.4 % Total 6,762.7 8,327,0 10,858.5 5.5% There are 22,889,300 workers employed in the U.S. as a result of direct marketing activity and 36.8% or 8,327,000 are employed as a result of telephone marketing activity. There are over 1,600,000 more people employed in telephone marketing than the next largest segment which is direct mail.
