The golden age of direct marketing has arrived. Nearly all advertising and sales are “interactive” and “measurable”. At the same time, attendance and enthusiasm for local and national direct marketing trade shows is almost dead compared to 20 years ago. (I wrote this article almost 20 years ago, as the Internet gurus claimed everything would change.)
Since 1968 the definition of direct marketing has been examined and refined. Here is a composite definition from 28 text books: “Direct marketing is a database-driven interactive process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels.” (reconciled from 28 published textbook variations, Scovotti & Spiller) Continue reading “So You Think You’re Doing Direct Marketing?”
Several past Presidents of the WDMA board got together for the 30th anniversary meetup. We weren’t exactly sure what happened to the WDMA but around the turn of the millennium, we all started feeling pretty irrelevant. And if Direct Marketing is just about data & measurement, then anyone who can hook up Google Analytics is already doing it. Are we irrelevant?
This week I had a long conversation with someone involved with the original Direct Mail Advertising Association – which became the DMA in 1983 and now has been re-branded as the Data & Marketing Association. I guess its now just about data & marketing… ? Well here, we’re about Direct Marketing, the most powerful force in your advertising and sales arsenal. Continue reading “Welcome to the *NEW* WDMA”