DIRECT MARKETING NEWS ANALYSIS: Traditional marketing rode out the digital revolution

Two years ago the traditional media sector was dealt a double blow. With the recession forcing marketers to cut their budgets, spend on channels such as print and direct mail plummeted.

At the same time a digital revolution was in the offing. Email marketing, viral marketing, interactive websites, virtual events; all of these and more were already being hailed as the future weapons in a savvy marketers armory before the credit crunch even took its hold. Once it arrived, use of digital media techniques sky rocketed, leaving more traditional formats trailing in their wake. When this happened, it would have been easy to deduce that traditional channels were on their way out, to be replaced by all things digital. But this isn't the case.