The figure, an increase on 14.8% the previous year, remains largely dominated by direct mail and telemarketing, which account for almost half of the total expenditure. TV and inserts account for the third and fourth largest sectors respectively.
Telemarketing has reversed its decline in 2003 with a 14% increase, while direct mail only increased by 2%, largely due to the decline of use in direct mail in the business-to-business market in favour of email and online marketing.
New media continued to show a strong year-on-year growth with an increase in expenditure of 29% compared with 2002, yet radio has shown a dramatic decline. The DMA claims that this is down to it not establishing itself as a prime direct marketing medium.
Field marketing showed a growth of 38% from 2002, improved by the provision of figures from the Field Marketing Council, and door-drop marketing increased 17.8%.
Mike Barnes, DMA director of marketing and business development, said: "The figure of £13.66bn reflects a buoyant industry able to adapt to economic challenges and embrace technological advances. After the concerns of 2002, when the industry reported a cautious 6% growth rate, it is comforting to see direct marketing command an increasing share of the marketing mix."
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