Social networking sites are not the best avenue for direct marketing strategies to take, according to one expert.

Mike Hare, research director at DataTalk Research Limited, believes that advertising on websites such as MySpace and Facebook can be risky.

Mr Hare pointed to direct mail, often using business lists, as a technique which allows a greater degree of control over marketing messages.

He said: “There have been some good examples and some calamitous examples so far in that field and you take a risk because it is particularly interactive.

“[With] every other medium you can choose to use as a marketing channel you can virtually control and the only method of response people have is by responding negatively as individuals, but there is no wide coverage of it.”

According to DataTalk’s Marketing Responsivity Index published in July, the number of people likely to be responsive to direct marketing has risen to 76 per cent.
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