Direct marketing ''maintains its edge''

Direct marketing is still considered to be highly effective because of the flexibility it offers.

That is according to Ren Kapur, director of corporate development at the Institute of Sales and Marketing Management (ISMM), who maintained that direct marketing is able to be "so much more sensitive to customer trends".

She went on to note that it was now moving away from the use of email to becoming more postal-based.

Ms Kapur commented: "The reason that direct marketing is considered so effective is that the nature of it changes according to customer trends.

"For many users … direct marketing is going back to being postal-based, but the post is now being generated from outside the UK and mass-mailed in a more cost-effective way.

"Direct marketing is so much more flexible, hence why it maintains its edge all the time."


© Adfero Ltd