With the increase in businesses using online direct marketing tools, such as email, it has become more important to stand out from the crowd.

It has been claimed that despite email marketing being a proven winner in online direct marketing, companies should aim to get the most use out of the tool through a variety of imaginative of creative ways.

According to a new study, businesses are likely to increase their spend on online direct marketing tactics next year.

The research revealed that businesses, with more time and money to spend on marketing, are deciding to focus their spend online.

According to a survey by New Media Age (NMA), big name brands are not using micro-blogging site Twitter for online direct marketing.

It revealed that 74 per cent of the 500 super-brands questioned have no presence on Twitter at all. Also of the 130 that do use the micro-blogging site, less than half “tweet” daily.

Social media has been identified as a platform that could give organisations long-tern gains when integrated with online direct marketing.

This is despite research from Econsultancy’s Social Media and Online PR report revealing that one-third of businesses are not planning to boost spending on social media in 2010.

According to new research, non-profit organisations are struggling with email customisation in online direct marketing.

This is despite the study also revealing that most non-profits have mastered the basics of email marketing.