The research, carried out by the US consultancy firm IT Strategies, found that for 46% of respondents, direct mail was the area of business growing the fastest. This compares with the 11% who said marketing pieces were their fastest growing area of business, and 9% for postcards. The survey is based on answers given by 47 digital press owners.
It echoes the trend in the UK market, where demand for digital presses is being driven in part by companies realising the direct marketing possibilities created as print technology improves.
Marco Boer, consulting partner at IT Strategies, said: "In an industry where a 98% failure rate is the norm, it must change and become more cost effective at a time when there are so many competing media. It is no wonder that direct mail is cited by digital press owners as their fastest growing application."
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