Sky’s smart TV, a service that promises to revolutionise advertising by targeting consumer groups depending on their demographics, is, according to the Sunday Telegraph, essentially direct marketing.

Direct marketing has come a long way if TV advertising is looking to switch its fundamentals from mass market to targeted audiences.

Direct marketing continues to thrive among consumers because, for the most part, it’s useful to them. While for clients, direct marketing’s ability to target consumers directly and cut the middleman is the appeal.

Most people perceive direct marketing as an offline discipline but this isn’t true. According to Brand Republic, most direct marketing agencies have a broad portfolio of media they operate in.

Despite technological advancements and the emergence of the Internet, direct marketing campaigns such as traditional direct mail continue to do well. Tony Lamb, head of data development at Royal Mail says, “With statistics from Nielsen Media Research proving that less mail is being thrown away unopened, there is a positive story to tell”.

With companies like Sky continuing to put in place services that conform to the principles of direct marketing, people are likely to remain confident about direct marketing as a discipline.

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