Internet has ‘improved direct marketing opportunities’

The internet has increased the opportunities for direct marketing, according to the Institute of Direct Marketing (IDM).

Marketing director at the IDM, Lisa Turner, notes that “technology is driving the integration” of formerly “distinct marketing techniques”.

The comments follow research by Habeas, which found that more than two thirds of consumers prefer email to other forms of online communication.

But Ms Turner observed: “Technology is driving the integration of what used to be a whole host of distinct marketing techniques.

“Direct marketing used to be just one of these techniques: now, with email and the web, everything has the potential to be direct marketing.

“Research suggests that more than 80 per cent of TV ads now carry a web address.”

Meanwhile a poll by the Direct Marketing Association found that the value of direct marketing increased by 18 per cent to 43.7 billion in 2006 compared to 2004.