Direct marketing has changed significantly
over the past ten years - it is now multichannel
and electronic to an unprecedented degree.
Direct marketing is now recognized not just
as the fastest growing segment of the marketing
business, but also the segment that produces
the most substantial profits for every business
from financial services to fast moving consumer
In 2005, direct marketing
sales accounted for 7% of the total sales
in the US economy. Measured against US GDP,
direct marketing accounted for 10.3% of
the total. And direct marketing continues
to grow in efficiency – for 2005,
an investment of $1 in DM ad expenditures
returned, on average, $11.49 in incremental
revenue across all industries.
What is the size and
scope of direct marketing in Hong Kong?
The HKPO estimates that the size of direct
marketing business in Hong Kong is roughly
a tenth of that in the United States as
it relates to direct mail.
Where can I find facts and figures on
When you become an HKDMA member, you’ll
gain instant access to a central resource
for all your information gathering needs.
Our affiliated relationships with the USDMA,
FEDMA, China DMA, and CUHK will help you
get the facts and figures you need to make
decisions about how to manage your direct
marketing budgets and campaigns.
If I strategically plan my direct marketing
campaign, what response rate can I expect?
This is a common question from those who
are new to direct marketing – and
one of the key areas in which membership
in the HKDMA can help. There’s no
way to know in advance exactly what response
rate any campaign can generate, but through
our library of resources, as well as networking
with other direct marketing professionals,
our members can review response rates from
similar campaigns to help determine the
best strategy, guide their planning process,
and create realistic financial projections.
I need a referral for a special kind of
direct marketing supplier. Can HKDMA help
Yes. HKDMA membership provides you access
to service providers covering all aspects
of direct marketing including list brokers,
printers, letter shoppers, creative agencies,
Where can I obtain a specific type of mailing
HKDMA members include numerous list brokers
who can provide database services.
How can I learn more about direct marketing?
Join the HKDMA. Attend the Chinese
What are the government regulations
pertaining to direct marketing that I need
to know about?
Regulations regarding direct marketing are
primarily centered on right to privacy,
data security and postal regulations. HKDMA
plays a proactive role in working with the
appropriate regulatory bodies to ensure
to the greatest extent possible that any
promulgated or projected regulations to
not have an adverse affect on direct marketing
practitioners in the Hong Kong market. HKDMA
views itself as an advocacy organization,
one that takes an active role in making
sure regulations aren’t damaging to
When is the best time of year to mail?
In most markets, there is a seasonality
effect which directs strategic planners
on devising their annual marketing plans;
the same is true in Hong Kong. As an HKDMA
member, you can attend monthly luncheons,
periodic seminars and other events, and
complete CUHK coursework to help you learn
about the seasonality patterns in Hong Kong
direct marketing and how to leverage them
for your individual campaigns.
Where can I find information on Interactive
Marketing and building a Web site for marketing
HKDMA membership includes numerous creative
agencies and interactive marketing specialists
who can help assess your company’s
needs and work with you to create an interactive
Trade Development Council
of European Direct Marketing
Marketing Association India
of Direct Marketing
Direct Marketing Association of Singapore