Internet makes the grade as integrated medium, ISBA says

The internet has come of age as a direct marketing medium, with usage having almost doubled last year, a new survey claims.

The internet has come of age as a direct marketing medium, with

usage having almost doubled last year, a new survey claims.

A study commissioned by the Incorporated Society of British Advertisers

shows that 60 per cent of advertisers now include the internet as part

of integrated direct marketing campaigns compared with 32 per cent in


The ISBA study says its findings indicate a widespread upswing in direct

marketing activity in general, reflected by the fact that 44 per cent of

companies surveyed used a single direct marketing agency in 1998 - 12

per cent more than in 1997.

Financial institutions, retailers and service industries are leading the

way in the increased use of direct marketing, according to ISBA, while

consumer durables manufacturers show the least enthusiasm for increasing

expenditure in the area.

The survey covered 85 ISBA member companies, nearly half of whom spend

more than pounds 5 million a year on direct marketing.

The growing importance of direct marketing as a strategic tool is

mirrored in the survey’s finding that 88 per cent of advertisers believe

the quality of creative thinking to be the most important reason for

selecting a direct marketing agency. At the same time, the use of ad hoc

freelancers for direct marketing work is decreasing.

Meanwhile, the conclusion that more than half of the advertisers

questioned pay their agencies on a retainer basis rather than for each

job is being cited as evidence of direct marketing’s growing maturity.

There is little evidence that payment by results is gaining much

support, even though the number of companies saying they incorporate it

into agency remuneration agreements doubled to 8 per cent between 1997

and last year.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).