| Direct Marketing can be 'cheaper and more effective' |
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 Businesses can both increase the effectiveness of its marketing and save money by targeting specific consumers, according to a industry expert.Mike Hare, research director at DataTalk Research Limited, has said that direct marketing should be successfully targeted at the right audience. He added that knowing how people will respond to certain pieces of information is helpful, knowing which "sectors they find it acceptable to receive information from and why that channel". Mr Hare said: "It's going to allow people to better target their campaigns, and, therefore, improve their return on investment – perhaps spend a little less, but spend it a damn sight more effectively." Recent research from Nielsen Online found that people in the UK are spending four per cent more time online a month that from a year ago.  |
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