Recent developments in technology are providing direct marketers with new and exciting creative possibilities, writes Malcolm Auld. Recent developments in technology are providing direct marketers with new and exciting creative possibilities, writes Malcolm Auld. In the quest to communicate with customers (commercial sector) and supporters (not-for-profit sector) in more personalised ways, marketers are frothing at the mouth at the possibilities presented by recent developments in technology.There is currently a renaissance going on in the direct mail world, driven mostly by technology-related factors, and the results being achieved are often much better than those of historical campaigns. This re-birth began in Australia about 12 months ago, and the catalysts for the…
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