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Digital direct: Why going digital will always mean taking a directapproach
'Digital direct' - what an irritating term. Does anyone with half a brain practise direct marketing and ignore digital media? Viewed the other way, is anyone getting the best from digital channels without applying the basic tenets of direct marketing? I doubt it. Like 'CRM', digital direct is a bete noir of mine. Though CRM is probably best left for another column.
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