The internet has given traditional marketing techniques a new lease of life, according to the Institute of Direct Marketing.

Lisa Turner, marketing director of the firm, said that the internet and the spread of mobile phones has rejuvenated marketing techniques such as leaflets and billboards, rather than destroying them.

"It's so easy to put an email address, a website URL or a mobile phone shortcode on a flyer, a poster or even on an ad on a bus or cinema ticket, a pizza box or the bag the cafe puts your lunchtime sandwich in," she added.

Research carried out by the Direct Marketing Association from April 2008 indicates that email and direct mail were received more positively than had previously been believed.

Email received a 17.6 per cent perceived positive response compared to a 33 per cent actual positive response, while direct mail registered a 22.7 per cent positive response and a 44.4 per cent actual positive response.


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