The postal operator surveyed marketing students at the University of Hertfordshire to get their views, finding that more than a third (35%) felt current marketing directors failed to recognise the true value of the medium.

Respondents identified the medium's ability to deliver samples and its tangibility and reach as core strengths and 20% said they would use door drops in their own campaigns.

With door drops accounting for just 4% of marketing spend, recent DMA research showed that the sector was showing a return in form, with figures on the increase for the first time five years.

Royal Mail head of door-to-door strategy, marketing and sales, Phil Ricketts said: "Understanding how the next generation of marketers perceives the marketing mix provides valuable insight into how the media landscape may develop in the coming years. It is clear that their recognition of the tangible and targeted nature of the door drop means that this traditional channel will remain relevant in an increasingly digital age."

The survey supports Royal Mail's digital watermarking service which enables marketers to use elements of a design to trigger a 3G phone to connect to a website, rather than QR codes.