Direct marketing in the region has changed significantly over the past ten years. Direct marketing is the fastest growing segment of the marketing business. It is also the segment that produces the most substantial profits for every business from financial services to fast-moving consumer goods. The Hong Kong Post Office estimates that the size of the direct marketing mail business in Hong Kong is roughly a tenth of that in the United States.
Regulations regarding direct marketing are primarily centered on privacy rights, data security and postal regulations. The Hong Kong Direct Marketing Association (HKDMA) works with regulatory bodies to ensure that regulations do not have an adverse affect on direct marketing users and suppliers.
Hong Kong is the marketing services capital of Asia. The sophistication of the market has attracted a strong presence of multinational agencies and a pool of marketing services talent. A number of multinational PR, marketing and advertising agencies have regional headquarters in Hong Kong.
Hong Kong's marketing services companies are first-movers in the mainland market. Mainland business has also become an increasing source of income for Hong Kong marketing services companies. The CEPA agreement has further facilitated Hong Kong marketing firms’ expansion in the mainland market.