DIARY: IDMF needs to update its data on Campaign

Direct marketing. Precision marketing, if you will. So precise that it can land a mail pack on to the head of a pin.

Using databases, prospect-mining software and combinations of hot and cold lists, today's direct marketers can ensure not only that the right offer will be seen by the right person, but it will also been seen at the right time and in the right way. At least, most of the time they can boast this.

This week, the organisers of the International Direct Marketing Fair sent us four copies of their brochure, for which we were extremely grateful. If a little confused - you see, unfortunately, not only were they sent to the wrong building, but three were addressed to Mark Jones and one to Charlotte Smith, neither of whom have worked for Campaign for more than ten years.

That's targeting for you.

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