In the 2007 Global Marketing Effectiveness Report, direct marketing out-performed other forms of promotion such as PR, newspaper, billboard and TV advertising.

Despite this, only 25 per cent of marketing budgets are spent on this form of communication.

Other means of connecting with customers such as cinema advertising and endorsements are seen as much less effective and are at risk of being abandoned as marketing methods, says the company.

Jerome Fountain, chief executive of Fournaise, which carried out the research, says that according to ‘industry hype’ online advertising is the way to turn, despite most money being spent on TV and newspapers.

‘While it may not be the most glamorous and talked-about medium, marketers are telling us direct marketing is still the best platform for delivering results,’ he says.

According to the Direct Marketing Association, the industry brings in £43.7 billion to the UK economy and employs 886,000 people.

See also: Advantages and disadvantages of direct marketing for small businesses