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According to Z-CARD®’s recent research, the amount of marketers who are picking up the informational marketing idea, in their fight to raise the profile of their company above the competition, is growing fast.

After examining 450 campaigns across the last two years, Z-CARD® research has shown that informational marketing activity in the UK has doubled in the last twelve months. Z-CARD®’s 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 possessing around 25% of all activity in this field.

In terms of growth, the FMCG & Retail sector seems unstoppable, increasing by almost 300%. Fuelled by a consistent pattern of diminishing above-the-line and increased direct marketing, this figure also reflects the fiercely competitive nature of this industry, one in which obviously successful marketing techniques are quickly identified and imitated.

"The Sport industry shows enormous promise, boasting only 3.5% of all informational marketing activity and yet enjoying a phenomenal growth rate of 166%, caused largely by ever-increasing pressure from the sponsoring companies. Travel and Tourism & Entertainment also take a significant share of informational marketing volumes.

Melanie Avgousti, UK Marketing Manager, Z-CARD® Limited, comments:

“Any activity that can place the brand in front of a consumer in a form that will be retained for an extended period, embedded in information that the consumer will find interesting and useful, is increasingly regarded by marketers as a valuable method of standing out from the crowd”.

“Consumers are more cynical than in the past, and often do not react well to being 'sold’ something. By giving them the information that they need, you are making them a participant in the sales process and not an unwilling partner”.

Z-CARD® research estimates that informational marketing represents somewhere between 1% and 2% of total advertising and direct marketing industry revenues. This puts the value of UK informational marketing in the region of £200-400 million per annum.