The internet has transformed direct marketing strategies, according to the Chartered Institute of Marketing (CMI), making broadband increasingly important for businesses.

Companies which use the internet for marketing are part of an increasing trend, as director of research and information at CMI David Thorp believes digital communications will "outperform traditional channels over the next decade".

"The average customer now sees something in the region of 3,000 marketing messages every day, so it’s more important than ever to make sure your message sticks rather than being ignored," he explains.

An EC Directive introduced regulations recently, meaning customers have to "opt-in" rather than "opt-out" of marketing communications, although Mr Thorp sees this as an opportunity to address customers who "want to hear from you".

Research conducted by DMIS in 2005 showed that the overall volume of direct marketing had increased by 87 per cent in the past ten years.

Categories: Business Broadband

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