Focus on the message not the vehicle

Your recent Innovation in Direct Marketing report (MW 18 March) highlighted that personalisation in traditional offline media is playing catch-up with its online counterpart.

But why is so much resource being invested into technology such as personalised electronic paper, when an iPhone app, for example, offers much more in terms of tracking – and already exists. The technological possibilities around smart phones and what Google is now offering with Android should not be under-estimated, and they perhaps make more sense to the consumer than futuristic paper technologies.

While technology is important, a relevant message and the degree of personalisation are the key factors.

Gordon Weston, Director of technology solutions, Indicia

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