The marketing sector has been given a new lease of life by the internet, a direct marketing leader has claimed.

Refuting assertions that traditional marketing techniques were facing doom due to the development of internet marketing, Lisa Turner, marketing director of the Institute of Direct Marketing (IDM) said that in fact it had become easier.

She said: "Far from destroying marketing techniques such as leaflets and billboards, the internet – and the spread of mobile phones – has given them a whole new lease of life."

The internet has made it easy to advertise a web address or an email on a poster, cinema ticket, pizza box or "the bag the cafe puts your lunchtime sandwich in", she said.

Research conducted by the Direct Marketing Association earlier this year revealed that advertising email and direct mail were received more positively than was previously believed.

In July 2007, the IDM reported that the total value of direct marketing was up by 18 per cent in two years – registering £43.7 billion in 2006.

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