From the perspective of database marketing, technology has had a significant influence over the last 25 years.  Database technology has progressed by leaps and bounds. Costs of data storage computing and processing have plummeted. There are substantially improved mining tools and technologies available. 

But, the communications factors have not kept pace.

[Database Marketing “arrow” diagram is coming...]

It is at the point of message production and dissemination that technology has proven to be largely useless to this point in time. The functions surrounding the production of a marketing communications “job” is relatively the same today as it was 50 – or for that matter – 75 years ago. 

This is where the “real time” technology of marketing data meets up with the “job based” production environment of marketing communications.  And, it impacts every step of the process from strategy development to compilation of results to testing methodologies