Internet, email 'makes advertising more direct'
Internet Marketing
16 June 2008
The development of the internet and email technology has helped to make advertising as a medium more direct, according to one expert.
What was previously a number of different marketing techniques has now become more integrated into one direct form of advertising, Lisa Turner of the Institute of Direct Marketing explained.
"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 remarked.
Ms Turner went on to note that many newspaper and magazine ads now carry a web or email address, while research has suggested that some eight in ten TV ads also display a URL to viewers.
A study conducted by Habeas last month revealed that more than two-thirds of consumers prefer email to other online communication channels such as instant messaging in both their personal and working lives.
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