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

BY: Larry Kimmel

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 …

CALL IT LIKE YOU SEE

Regarding your recent article about consumers’ “top 10 marketing preferences” (”The Resistance Movement,” Nov. 2006), the problem is you’re reporting what consumers say they like, rather than what they actually do. For instance, the first point says that respondents prefer marketing that is “short and to …

BY: LINDA FORMICHELLI

Well, then. What about direct? Given the way that consumer empowerment and digital technologies are changing the world of marketing, how will direct evolve so that it plays as vital a role in the future of marketing as it does right now?

In the broadest sense, direct marketing …

Most banks do 80 percent of their cross-selling within the first six months of customers’ opening an account, according to marketer Steve Morse.

74 percent of consumers dislike unsolicited marketing calls, according to a 2005 Yankelovich study on marketing receptivity.

Dearly Beloved:

We gather here today to celebrate the life of our old friend “One-to-One Marketing.” I know many of you are thinking, “Didn’t I just have a conversation about him,” or “Wasn’t he just a vital part of my marketing plan a few months ago?”

Sadly, we must realize that life …