All marketing is direct marketing

The Institute of Direct Marketing, of which I am a Fellow, is currently rebranding to become the Institute of Direct and Digital Marketing. This reflects the fact that now 60% of its work is in the digital arena.

Prof Derek Holder, M.D. of the IDM says “today there is a fusion between the direct and digital marketing disciplines. Digital marketing cannot be successfully practised without the underpinning principles of direct marketing. While digital’s new media channels permit marketers to engage in personal, real-time relationships, which are fully measurable and accountable. Coupled with customer data and insight – all marketing is transforming towards direct one-to-one marketing.”