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Firms 'continue to spend on direct marketing'

Rachel Wheeler Archive
Budgets are being directed towards direct marketing, as firms are finding the technique can produce measurable sales returns in the downturn, it has been claimed.

According to analyst Research and Markets, direct marketing companies are evolving into integrated agencies, which are able to displace the leading advertising firms in the service they provide.

"Budgets are being directed towards direct marketing and - strengthening the trend that was already in place before the recession - being directed towards digital direct marketing in particular," the group added.

The organization went on to say traditional channels of direct marketing, such as inserts, door drops and telemarketing, have been in decline in recent years, although direct mail has continued to take the largest share of the direct marketing wallet.

Last week, the need for effective data quality solutions was highlighted when around 600 residents in Massachusetts were hit with late payment fines after excise bills were sent to bad addresses by the town treasurer.