Direct mail could be part of increased marketing effort
Jan 19 2012
Categories: Database Marketing
British firms planning to spend more on their marketing may be wise to include direct mail within their strategy.
The latest Institute of Practitioners in Advertising (IPA) Bellwether Report for the fourth quarter of 2011 has revealed the amount of cash spent on promotional activities rose during the period.
It was the second consecutive quarter in which more companies opted to increase their budgets compared to those that decided to slash their expenditure.
The survey, which questioned 300 firms over their marketing activities, showed 20 per cent reported a rise while only 19 per cent noted a fall.
Nicola Mendelsohn, IPA president and executive chairman and partner at Karmarama, said: "This rise in spend for a second successive quarter shows that many companies remain committed to [investing] in marketing at present."
One of the most effective forms for many could be direct mail, which offers personalised content to a hand-picked audience.
Marketing Week recently told how direct mail is to be a part of a healthy eating campaign launched by supermarkets Asda, Aldi and Co-operative Food.
Related Solutions
New User? |
| Register for your free no obligation View account. Get 20% off your first order - Use response code WEB20 |
 |