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Direct marketing is the only marketing these days, Shelly said so, therefore it must be true.

At the recent marketing conference in the US, the Worldwide Head of Ogilvy & Mather and a classically trained advertising lady (Shelly Lazarus) said that "Direct Marketing is all there is - and she's right. There are only two ways of marketing - the direct way and the indirect way and the fastest growing way is the direct way. For the confused, digital is just a channel, not a way of marketing - see my article on this topic.