Modern technology has made marketing become more personalised and comprehensive, an expert has said.

Nick Brampton, managing director of brand-focused sales house Viacom Brand Solutions, said technology has been the catalyst for a shift towards relationship-based marketing over the last three decades.

Speaking at the Westminster Media Forum Keynote Seminar, he said that this shift in focus started with direct mail, which began to lean more towards data management software platforms and has continued with the web.

Mr Brampton also noted however, that despite the fact marketing has become more targeted, the industry has been adversely affected by the global economic downturn.

“Recently there has been a change in [the industry’s] fortunes,” he said. “Growth between 1990 and 2000 was nearly 100 per cent whereas, in the last eight years, it has been just 15.”

According to the Advertising Statistics Yearbook 2009, published earlier this year by the Advertising Association, UK adspend dropped £18.6 billion in 2008 – down four per cent year-on-year.

Related Topics: General Marketing