New research has suggested that growing businesses in the UK still have an interest in offline direct marketing despite the continuing growth of digital channels.

The research by Bredin Business Information (BBI) found that 43.5 per cent of small firms rely on direct mail, catalogues and letters to discover more about products and services.

Growing businesses attempting to reach a range of people may need to approach direct marketing differently for each age group, according to recent research by the Internet Advertising Bureau (IAB).

It found that younger people are more interested in promotions that include special offers or are entertaining. In contrast, people over the age of 45 prefer advertising aimed to be relevant to their needs and useful.

According to a new white paper document, customer service and maintaining a positive relationship in call centres are now more important than ever.

The document, released by Envision, states why it’s vital for call centres to operate in the most efficient manner to ensure that their clients are happy.

Direct marketing must adapt to cater for the changes brought about by the growth of social media.

This is the view of management expert Don Tapscot, who’s scheduled to speak at the Institute of Direct Marketing’s lunch later this week.

In January 2009, the DMA launched PAS 2020, the direct marketing industry’s first environmental standard of best practice. The standard will not only help the direct marketing industry meet its environmental obligations, but will also brace it for the impacts of forthcoming environmental legislation.

Robert Keitch, Director of Media Channel Development and Environmental Affairs at the Direct Marketing Association, looked at why the industry needs an environmental standard in the February Green Matters issue of the DMA.