Martin Sorrel’s thought-provoking comment is reinforced by the latest independent research which suggests that 43% of companies plan to increase their direct marketing spend in the course of 2004. (SOURCE: IPA Bellwether)
Of course, none of this will comes as a surprise to seasoned observers.
Direct marketing traditionally finds favour during economic downswings when clients look for value and accountability from their marketing activities.
The challenge for many companies is to exploit the opportunities of direct marketing without spending a fortune on bringing the necessary resources, expertise and personnel in-house.
As direct marketing experts, iCandy Design are reaping the benefits of the DM resurgence with a new clutch of clients effectively using the agency as an extension of their marketing department.
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In the UK, most if not all of the current growth in the advertising business is coming from areas such as direct that are more easily measurable and accountable.
