Web 'enabling more direct advertising'

Advertising is becoming more direct thanks to the power of the internet and email, it has been claimed.

According to Lisa Turner of the Institute of Direct Marketing, the web has become a great enabler of more direct interaction between marketers and consumers across many forms of advertising.

She explained that research has shown that about eight in ten TV ads now display a website address, while a significant proportion of newspaper and magazine ads also include web or email addresses.

"Technology is driving the integration of what used to be a whole host of distinct marketing techniques," Ms Turner commented.

"Direct marketing used to be just one of these techniques: now, with email and the web, everything has the potential to be direct marketing."

Email marketing received a 33 per cent positive response rate from consumers in a study conducted by the Direct Marketing Association earlier this year - compared with a 17.6 per cent perceived positive response rate.