Direct Marketing electronic & computer category.

Ever since Michael Dell began selling custom-built computers directly to customers, increasing numbers of consumers and businesses alike have been purchasing their computers, electronics, and instruments without the aid of a middleman. The sector has grown so much that the Direct Marketing Association (DMA) is now offering “Direct Marketing Facts and Figures in the Computer and Electronics Industry,” its first such study on the topic.

“DMA’s previous research showed that the computer and electronics industry was a very rich direct marketing sector of manufacturing that deserved its own comprehensive economic profile,” DMA Research Manager Michelle Tiletnick said. “This new report will help marketers benchmark their direct marketing-related efforts and successes against how the industry is performing as a whole. It will also give them an outlook into what the next five years will hold.”

Key findings from this DMA report include:

· US direct marketing-driven sales in computers, electronics, and instruments are forecast to reach nearly $117.3 billion in 2008 and $147.3 billion in 2012.

· In 2008, direct marketers in this sector can expect a $17.10 ROI per advertising dollar spent.

· Direct marketing-driven Internet sales are expected to reach nearly $42.7 billion in 2008 and $57.8 billion in 2012.

· Computer, electronics, and instrument catalogers expect to expend more than $768.6 million in 2008 and $1 billion on advertising in 2012.

· Direct marketing-driven catalog sales are expected to grow annually by 5 percent from 2007 to 2012.

· Direct mail (i.e., non-catalog mail) advertising in this sector is projected to grow annually by 6.8 percent from 2007 to 2012.

· This year, insert media sales will total more than $385 million.