Internet marketing boosts traditional routes

Contrary to popular belief, the Internet has not caused the death of traditional marketing. In fact, the Institute of Direct Marketing in the U.K. believes that online marketing has giving traditional marketing a boost.

by Helen Leggatt

idm%20logo.jpg The Internet has given traditional marketing a "whole new lease of life", claims Lisa Turner, marketing director at the Institute of Direct Marketing (IDM). Traditional marketing techniques such as leaflets and billboards have not been destroyed by the internet and in many ways are complementary.

"The internet - and the spread of mobile phones - has given them a whole new lease of life,” said Turner. "It's so easy to put an email address, a website URL or a mobile phone short-code on a flyer, a poster or even on an ad on a bus or cinema ticket."

Research by the Direct Marketing Association published in April this year suggested that consumers receive both direct mail and email marketing better than had been expected.

Thirty-three percent of consumers surveyed by the DMA were found to respond positively to email and 44% expressed similar feelings about direct mail marketing.