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Advertising market 'robust'
Aug 17 2007, 10:00 AM
The global advertising market remains robust, according to a new report, with direct marketing remaining a popular choice.
Despite a recent report finding that online marketing is now beginning to surpass direct mail, the direct sector remains strong as marketers use a variety of tools, including enhancing their data quality, to deliver high returns on investment.
The global study from Group M has found that western, or 'old', Europe - which includes Ireland - saw an increase in advertising of four per cent.
While this was behind the growth posted in some other areas, including 'new' Europe, the results remain encouraging as an indication of a robust advertising sector across Europe.
Direct mail firms need to ensure that data quality is at a high standard so as to provide optimum returns on investment when carrying out direct marketing exercises and maintaining data quality will provide a good way for the sector to remain competitive in an increasingly digital world.
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