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Technology such as mobile broadband has opened new doors to traditional advertising strategies, according to a marketing industry expert.

Lisa Turner, marketing director of the Institute of Direct Marketing, has said that the broadband internet and mobile phone technology have reinvigorated the direct marketing industry and given it a "new lease of life".

Furthermore, she added that traditional marketing techniques were now being superseded by these high-tech marketing methods.

Broadband internet and mobile technology has broadened the range of opportunities for marketing and in doing so has opened up new consumers to be targeted, Ms Turner suggested.

She noted: "It's so easy to put an email address, a website URL or a mobile phone shortcode on a flyer, a poster or even on an ad on a bus or cinema ticket."

In July 2007, the Direct Marketing Association released figures that showed the total value of direct marketing in the UK was £43.7 billion, an 18 per cent increase on figures compiled in 2004.

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