The direct marketing (DM) industry in Ireland is set to get a boost from the new postcode system.

That was the news from Stephen Stynes, managing director for marketing agency Techbrand, at last week’s National Marketing Conference.

Mr Stynes told the Irish Post that the presence of postcodes in the Irish mail system would allow marketers to target exactly the right groups in the right areas.

He said: “It’s going to be a big factor and there will be a significant increase in direct marketing.”

Mr Stynes also stated that advertisers might soon be paying for branded content on their mobile phones.

The system might mirror that in the US where reduced subscription rates are offered to customers who agree to receive branded content.

The Irish National Marketing Conference is now in its 27th year.

Related Topics: General Marketing