Marketers prefer direct mail to other marketing platforms, a new survey has found.

A poll conducted by Practical eCommerce found that more than half (54.6 per cent) of marketing professionals choose to devote part of their advertising and promotional budgets to direct mail at the expense of other platfroms.

Meanwhile, just 44 per cent of respondents choose to focus on online banner advertising, 37.5 prefer rich media ads and 36 per cent put their faith in online video.

The survey also found that 50 per cent of respondents make use of print advertising in their marketing campaigns.

However, around a third (34.6 per cent) of marketers said print ads are of no help when it comes to selling products, while 29.6 per cent do not believe print ads are effective in driving traffic to their websites.

Royal Mail recently revealed that the number of direct mail items sent by charities fell for the first time since 2004. The proportion of mailings posted dropped by 0.7 per cent to 409 million items.

Related Topics: Direct Mail