January 25, 2005

Everyone’s a Direct Marketer, Part I

Everyone’s a Direct Marketer, Part I I had breakfast a few weeks back with John Greco, the new CEO of the Direct Marketing Assocation, and was telling him why I felt it was essential that interactive marketing be included in the DMA’s mainstream mission and not regarded as separate.  The substance of my argument was that the Internet has turned every company into a direct marketer, whether they know it or not, whether they like it or not, and whether they care to act like one or not.  I was happy that John agreed with me! I’m going to write a three-part posting on this topic.  First topic:  Why is this happening? 1. The mechanics are now ubiquitous.  Every company’s web site, every keyword to drive a customer to the site, every link to a customer service rep, every email that goes out to a customer list — they’re all direct marketing mechanics that pre-Internet, only specific categories of companies like catalogers or fundraisers employed to drive business.  Now, every company has or does these things as a cost of being in business. 2. Mass marketing is no longer quite so mass.  Audiences are becoming fragmented across hundreds of TV […]