The internet has give traditional marketing a ''new lease of life''

The spread of the internet and mobile phones has given tried and tested direct marketing techniques a "whole new lease of life".

Rumours that online marketing has sounded the death knell for flyers, leaflets and billboards is not true, according to the Institute of Direct Marketing (IDM).

Lisa Turner, marketing director of IDM, said: "Far from destroying marketing techniques such as leaflets and billboards, the internet - and the spread of mobile phones - has given them a whole new lease of life.

"It´s so easy to put an email address, a website URL or a mobile phone short-code on a flyer, a poster or even the bag the cafe puts your lunchtime sandwich in."

The Direct Marketing Association reported that direct marketing was worth £43.7 billion in 2006 and estimated that the industry was responsible for £125 billion worth of sales in the UK.

According to the Independent, despite the economic downturn in the UK consumers have continued shopping online, but the high street did not fair as well and saw sales slump by 0.2 per cent in April.

The Trinity Mirror newspaper group announced in May that its print advertising revenue fell by 3.1 per cent since the start of the year, whereas its online advertising revenue was up by 44.1 per cent.

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