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INDUSTRY NEWS


17 June 2008

Internet 'Enables Direct Marketing from Anything'


With the phenomenal growth of the internet and email in the last decade, everything now has the potential to be direct marketing, an expert has claimed.

According to Lisa Turner, marketing director of the Institute of Direct Marketing (IDM), businesses are now able to fully exploit direct marketing, thanks to the fact that technology has combined previously disparate marketing channels.

"Technology is driving the integration of what used to be a whole host of distinct 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 said.

Explaining the full extent of the proliferation of internet into direct marketing, Ms Turner cited statistics indicating that 80 per cent of TV adverts now carry a web address in them.

A recent study by Habeas indicated that 67 per cent of consumers prefer email to other forms of online communication, such as video or instant messaging, with 65 per cent believing this will continue to be true for at least the next five years.<br/>

© 2006 Adfero Ltd.

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