Emarketing dislodging TV?

19/06/2008

A direct marketing expert has suggested that advances in technology have meant that the internet is taking over from TV in terms of marketing.

Institute of Direct Marketing (IDM) marketing director Lisa Turner said that technology was "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.


"You just have to look at the ads in the newspaper and magazines to see how many carry both a web address and an email address."

Although speaking mainly of direct marketing, there is a major growth in the online marketing industry as a whole.

UK online sales in 2007 totalled more than £29.5 billion and marketing trends are shifting to exploit the general shift towards ecommerce.

A recent study by Verdict Research suggested online retail could be worth as much as £44.9 billion by 2012.