Direct marketing ‘most effective’ channel
Direct marketing is still considered one of the most effective forms of generating business, both on and offline, experts have claimed.
The Institute of Sales and Marketing Management (ISMM) identified direct marketing as one of the most flexible marketing forms, attributing its endurance to its ability to transform itself across different media.
A recent Global Marketing Effectiveness Report from the Fournaise Marketing Group found that direct marketing was ranked the most effective marketing channel in 2007, despite only accounting for 35 per cent of global marketing and communication spend.
Ren Kapur, rector of corporate development at the ISMM, said: "If you go back five years, direct marketing was mostly postal with some telephoning in the background, and then went through a phase of being email-based.
"Direct marketing is so much more flexible, hence why it maintains its edge all the time. In a drastically changing market, direct marketing is able to be so much more flexible and so much more sensitive to customer trends."
The Marketing Trends Survey 2007 from the Chartered Institute of Marketing envisages advertising accounting for just 15 per cent of total marketing spend this year, which for web companies means a greater allocation of resources to landing page optimisation, link building and other strategies.
