Direct marketing will become more popular over the coming years, a new report suggests. The study, which was written by Martin Hayward, said that new sources of data and insight will transform the marketing landscape and ensure that all forms of marketing become direct.
In the white paper, which was commissioned by Royal Mail, Mr Hayward predicts that the shift to increased direct marketing could lead to smaller budgets, partially because of improved efficiency and reduced waste.
He told Marketing Week that direct marketing has previously been seen as the "rather unglamorous tactical cousin of the real business of marketing", but said this is changing.
"The reality today is that all marketers will now need to embrace the targeting, measurement and rapid response skills pioneered in this discipline," he argued.
Earlier this month, the IPA/BDO Bellwether report found that spending on direct marketing increased during the third quarter of last year.
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