IDM offers tips on direct marketing

The Institute of Direct Marketing (IDM) has offered advice to small and medium-sized enterprises (SMEs) on internet and postal direct marketing.

According to James A Matthewson, a representative for the IDM, when implementing postal and internet direct marketing, SMEs should utilise a complementary approach, potentially drawing in other marketing techniques.

"My view is that channels should be used in a complementary way. Email and direct mail have been proven by the likes of Boden to be very effective when used together," said Mr Matthewson.

"Integration of marketing is key - testing channels to identify what they do best is a smart way to approach it," he added.

Moreover, Mr Matthewson confirmed his belief that, over the course of 2008, the use of the internet as a tool for marketing will continue to grow.

The IDM was established in 1987.