DM spending in France up by 4.7 percent last year

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Advertising investments in direct marketing increased by 4.7 percent in France in 2005 over 2004, a 250 percent increase over all communications spending in the country, according to a study published last week by the Union Française du Marketing Direct, the French direct marking association.

The statistics were presented at the European Direct Marketing and E-Business and Distance Selling Rendez-vous, also known as VAD 2006, which took place Oct. 17-19 in Lille, France.

Although traditional direct marketing still accounts for 60 percent of investments, the Paris-based Union Française du Marketing Direct said traditional forms of direct marketing such as direct mailings and catalogs are stable, while the share of digital marketing in direct marketing spending continues to grow.

In fact, investments in direct marketing on the Internet and mobile telephones reached new records of growth.

The group said other mediums also benefited from the increase in digital marketing. For example, radio and television both saw growth rates of 20 percent in 2005 over 2004.

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