afaqs!: Are we witnessing a shift from direct marketing to something that is getting increasingly digital?
Sirajuddeen: Direct marketing principles are still relevant. Most people tend to think that direct marketing is dead; but it is not. How they can be used in a digital context and how they can be used to drive consumer engagement are the key. Most people think of digital and think of banners and micro sites. They do not look at the direct marketing engagement model. Direct marketing has just gone up a couple of notches into the digital space.
