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DM's brand: 3 things the industry needs to do now
‘Direct’ has come a long way if BSkyB is looking to target TV advertising using data and demographics . But is this seismic shift reflected in the term ‘direct marketing’? The phrase has some pretty heavy baggage, being synonymous with direct mail, a channel that is diminish-ing in importance in the digital age. Our Think Tank of clients, agency chiefs, brand specialists and intermediaries debates the issue.
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