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Direct marketing 'still effective' and flexible

Apr 01 2008

Direct marketing is still considered effective because of the flexible nature of its methods, according to an industry expert.

Director of corporate development for the Institute of Sales and Marketing Management (ISMM) Ren Kapur says that direct marketing is effective because it 'changes according to consumer trends'.

Its flexibility means that it is able to be 'more sensitive' to consumer attitudes and so continues to be effective in 'a drastically changing market', she adds.

After a brief phase of mainly being email-based, direct marketing its returning to its traditional roots of being posted, Kapur notes.

This time, though, postal marketing is being carried out in a more cost-effective and targeted way, she comments.

According to the Fournaise Marketing Group's Global Marketing Effectiveness Report, carried out in 2007, direct marketing is still considered the top medium for marketing effectiveness, even though it takes up less than 35 per cent of global marketing budgets.

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