The new Direct Marketing Association (DMA) annual report has painted the industry in a positive light.

It looks at the effects and influences that direct marketing has on its target audience and the Participation Media survey was upbeat about the 2005 figures.

One fifth of all direct marketing communications were retained for future reference by those who received them while the most popular form of communication in 2005 was direct mail.

The study also revealed that positive actions undertaken as a result of direct marketing communication in 2005 increased from nine to 13 per cent.

There was significant growth in the online marketing sector with emails rising from the fifth most received communication in 2004 up to the third last year.

In total, 15 per cent of non-customers had a positive reaction to direct marketing compared to 65 per cent of customers.

The DMA felt the evidence was significant of the wide range of marketing mediums that were being successfully utilised by companies.

Related Topics: General Marketing