E-marketing the direct approach.

Internet and email technology could be a key enabler of making all forms of marketing more direct, according to one expert.

Lisa Turner of the Institute of Direct Marketing said;

"Technology is playing an important role in integrating previously distinct advertising techniques and shaping them into the broader field of internet marketing."

"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.

One example of technology's effect on the marketing industry is the fact that research shows that more than eight in ten television adverts carry a website address, while this trend is also prevalent in newspaper and magazine advertising Ms Turner added.

According to the Direct Marketing Association, email marketing is received significantly more positively by consumers than businesses tend to believe.

A study by the organisation suggested that such messages receive a 33% actual positive response compared with a 17.6% perceived positive response.

The Marketing Manager has many years experience of helping companies market their services- why not get in touch if you'd like to know more? call 01424 447858 or e-mail martin@diligencegroup.co.uk