Businesses are able to take advantage of direct marketing thanks to the advent of email and the internet, it has been claimed.

According to Lisa Turner, marketing director at the Institute of Direct Marketing (IDM), said research suggests more than 80 per cent of TV ads now carry a web address.

"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," she added.

Ms Turner went on to say that "everything" has the potential to be direct marketing because of email and the web, and added that many adverts in newspapers and magazines now carry web addresses.

A recent study by online management services provider Habeas indicates email is the most popular form of online communication, with 67 per cent of those questioned favouring it above other technologies such as such as video and instant messaging.


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