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Mail 2.0: How digital is driving the re-invention of mail

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The transformation of the media and communications landscape following the emergence of digital in the mid-1990s is being given new impetus with Web 2.0. In that context, this paper considers the changing social and commercial role for consumer mail. The first half begins by looking briefly at the evolution of mail and its changing uses. It then looks at mail's dominance as a communications channel, ‘junk’ mail and mail's ‘user-value’. The second half focuses on the impact of digital on mail. It shows that, far from sounding the death knell for mail as predicted, digital and mail are enormously complementary. The paper concludes that digital, in combination with the trend towards customer-centricity, is actually serving to re-invigorate and re-invent mail around its three unique strengths.Journal of Direct, Data and Digital Marketing Practice (2008) 9, 260–273. doi:10.1057/palgrave.dddmp.4350101
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Document Type: Research Article

Publication date: 2008-03-01

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