An increasing number of companies are providing genuinely useful information relevant to their company or products to promote their brands, according to recent research from print media specialist Z-Card.
Z-Card says that the number of companies using informational marketing is increasing rapidly. Examples of informational marketing are: DIY brochures from mortgage providers; tourism guides from travel companies; menu and cookery ideas from white goods vendors and business management advice from banks.
Doubled in a year
After examining 450 campaigns over the last two years, Z-Card's research has shown that informational marketing activity in the UK has doubled in the last twelve months. The research has also highlighted the sectors where the penetration and growth of informational marketing has been strongest: Financial Services and FMCG & Retail have the greatest penetration, each accounting for some 25% of all activity in this field.
The FMCG & Retail sector shows astonishing growth, with informational marketing increasing by almost 300%. Fuelled by a consistent pattern of diminishing above-the-line and increasing direct marketing, this figure also reflects the fiercely competitive nature of the industry, in which clearly successful marketing techniques are quickly identified and imitated.
The Sports industry also shows enormous promise: while it accounts for only 3.5% of all informational marketing activity it is growing at some 166%, due largely to ever-increasing pressure from sponsoring companies. Travel and Tourism & Entertainment also account for a significant share of informational marketing volumes.
Z-Card's research estimates that informational marketing represents between 1% and 2% of total advertising and direct marketing industry revenues. This makes UK informational marketing worth some 200 to 400 million per annum.