Direct marketing still an 'effective medium'

Those within the advertising sector still consider direct marketing to be an effective medium, an expert has claimed.

Ren Kapur, the director of corporate development at the Institute of Sales and Marketing Management (ISMM) believes that direct marketing is still considered effective because of its ability to adapt to shifts within the patterns of clients.

It was also noted that successful direct marketing campaigns are dependent upon "quality leads", which facilitate the ability to measure the impact of a particular promotion.

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

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

Ms Kapur also noted that, following the trend of delivering direct marketing through the medium of either telephone or email, the trend is once again shifting towards delivery by post.