Study highlights popularity of online marketing

11:25 15th January 2010

Online marketing channels such as email remain popular with consumers, according to new research.

The study by the Direct Marketing Association (DMA) revealed that 51 per cent of people expressed an interest in receiving promotional emails about companies they know.

However, a poll of marketers revealed that they believe just 28 per cent of consumers would be interested in the channel, which suggested that many businesses are underestimating the benefits of such formats.

Robert Keitch, chief of membership and brand for the DMA, said: "It's clear that marketing practitioners are failing to keep up to date with what consumers really think about direct marketing.

"Consumers are largely receptive to direct marketing, but only under the right circumstances."

He added that if companies are to see major success from their promotions, they need to ensure they create effective and engaging online marketing campaigns.

Recent figures from Econsultancy suggested that many firms are using web analytics to measure the effectiveness of their online marketing. The study revealed that the market for analytics technology and services grew by nine per cent during 2009 to an estimated value of £85 million.

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