Direct marketing will always be relevant: provided we know what “direct” really is

There’s been a lot of talk about the role of direct marketing in the new media world. What it really comes down to is this: What is your definition of direct? Too many people still define direct marketing as a channel-centric approach. Direct marketing is a method that seeks to implement the most efficient and effective marketing communications initiatives. It’s not a channel, or even a series of channels, but rather an approach: accountable communications that are designed to maximize ROI.

Many people who think they’re interactive marketers are really direct marketers and don’t know it. The people who work in search don’t define themselves as direct marketers, but really, they are.

As direct marketers, it’s in our DNA to evaluate every communications tactic for what it’s driving in terms of response, sales and lifetime value. Which means that direct is even more important in this new world order.

It should be noted that direct mail remains a critical element of the marketing mix. First, there is no ambiguity in its effectiveness, unlike some of the new media options. Additionally, the universe of prospect populations is virtually unlimited and the amount of information for targeting is unsurpassed in media options.

In the rush to embrace new media, some marketers adopt tactics that are still unproven in terms of ROI. Whether it’s social networking sites, blogging or branded entertainment, often the new options are hard to measure and substantiate. That doesn’t mean these channels shouldn’t be aggressively deployed; only that direct marketers should seek to qualify their profit contribution.

Direct doesn’t need to do any work to stay relevant, but direct marketers do. If marketers define themselves as channel-centric, they’re missing the point of direct. My heartfelt belief is that if direct marketers have acquired this terrific skill set that they’ve been using their entire careers, they will never become irrelevant.

So, in a world of new media, direct marketing and direct marketers become even more important. We are the ones who can lead the way. The world of marketing will forever change, but direct marketing will always play a leadership role.

Larry Kimmel is CEO of G2 Direct & Digital, formerly Grey Direct.