Technology has bought customer engagement to new level says DMA

Scott Logie, who was this month named as the newly elected chairman of the Direct Marketing Association (DMA), argued that new technology has brought customer engagement "to a whole new level".

"From social media and mobile marketing to experiential and behavioural targeting, direct marketing has the potential to have significant and wide-ranging implications for businesses and their customers," he said.

Mr Logie was speaking as he outlined the DMA's commitment to preserving commercial freedoms and leading the industry on macro-level issues such as privacy, data security and the environment.

He added that the DMA had "evolved significantly" over the past two years to give both traditional and digital media an "equal billing".

The comments come after Gemma Greaves, a director at the Marketing Society, recently urged direct marketers to retain customer trust when operating online.