Internet has made biggest impact on direct marketing

The internet has made a huge difference to direct marketing strategy.

That is according to the Chartered Institute of Marketing (CIM), which said that digital communications will displace traditional mediums over the next decade.

David Thorp, director of research and information at the CIM, advised businesses that they should move with this trend in order to be successful.

"By responding to these changes, rather than seeing them as hurdles to be overcome, you can be more successful in your direct marketing strategies," he said.

Mr Thorp went on to point out the benefits of the ´opt-in´ nature of electronic communication, saying that it could help businesses to target customers more effectively.

"Embrace opt-in and see it as a way of reaching customers who want to hear from you. They´re the customers who will create the most value for you - used in the right way direct mail is a relationship-builder rather than an annoyance."



© Adfero Ltd