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Web opening up direct marketing | | 2008/06/19 | | The advent of the internet has opened up the previously specialised technique of direct marketing to a much larger group of consumers, according to one expert.
Marketing director of the Institute of Direct Marketing, Liz Turner, has highlighted figures which reveal that 80 per cent of television commercials now carry a web address.
She also pointed to the number of website and email addresses now included in advertisements in magazines and newspapers.
"Technology is driving the integration of what used to be a whole host of distinct marketing techniques," said Ms Turner.
She continued: "Direct marketing used to be just one of these techniques: now, with email and the web, everything has the potential to be direct marketing."
Figures published in July 2007 by the Direct Marketing Association found the total value of direct marketing in 2006 to be £43.7 billion.
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