HKDMA - Industry Info

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 goods.

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 direct marketing?

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 me?

Yes. HKDMA membership provides you access to service providers covering all aspects of direct marketing including list brokers, printers, letter shoppers, creative agencies, and more.

Where can I obtain a specific type of mailing list?

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 University course

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 our business.

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 purposes?

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 marketing solution.