An official from the Institute of Direct Marketing (IDM) has said that
the ubiquity of the internet and email means that everything now has
the potential to be direct marketing.
Lisa Turner, marketing
director at the IDM, added that technology was currently driving the
integration of what was previously a whole host of marketing techniques.
'Direct
marketing used to be just one of these techniques: now, with email and
the web, everything has the potential to be direct marketing,' she
explained.
She pointed to the fact that the majority of
newspaper and magazine advertisements now carry website and email
addresses as evidence of this.
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