A new vision of marketingDavid Patrick
In an insightful piece by Professor Derek Holder for the IDM Journal the case is put for marketers to focus on combining our direct marketing skills with today’s digital skills.
The conclusion to his article is:
“Today, marketing spend is clearly shifting into direct and digital, and within direct marketing, the migration from traditional addressable channels, such as mail, to digital channels, such as mobile, is accelerating. An integrated, one-to-one approach to marketing in online and offline channels uses many of the same fundamental principles as direct marketing: testing response variables, analysing marketing data and adjusting to improve effectiveness, especially in ongoing relationships.
Each step in the evolution of direct marketing – from mailbox to telephone, to personal computers to mobile devices – has broadened the scope and economic impact of direct marketing. Proven tools – addressability, personalisation and direct response – add value in every channel, from e-mail and postcards to catalogues and websites, from text messages to online video, social networks, mobile, addressable digital services, and beyond. From online to offline, digital direct marketing is all about one-to-one. Just as the most effective marketing has always been.”