Mobile firms missing a trick

Sara Kimberley’s upbeat analysis of digital media in Precision Marketing (29 July 2005) is a glowing evaluation of the sector’s current status. The direct marketing industry is now justifiably reaping the rewards of having stuck by a medium that in 2001 was the marketing equivalent of leprosy. Indeed, Zenith Optimedia substantiates the quoted IPA Bellweather report by estimating that whilst TV will grow...

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