The New Direct Marketing

Direct marketing, at its simplest, is marketing to a targeted list of prospects and customers, making an offer to generate direct response, measuring it and repeating it (with refinements). The thing is, today many, many different channels allow you to do that — from the classic direct channels, to typically brand channels, to crazy channels that have never really been used for marketing before.

Dr. Evil: Marketing W/ Frigging LazersDirect marketing, at its simplest, is marketing to a targeted list of prospects and customers, making an offer to generate direct response, measuring it and repeating it (with refinements). The thing is, today many, many different channels allow you to do that — from the classic direct channels, to typically brand channels, to crazy channels that have never really been used for marketing before. (Seriously, Alexa is a speaker from Amazon that users can use to shop from home through audio and voice recognition, we ain’t in Kansas anymore.)

What do you make of these new channels? Have you had success marketing on social media? What about augmented reality, or 3DVR? The Internet of Things?

The Internet allows you to market across borders and over seas. Have you been able to do that successfully?

That’s a lot of potential … whether it’s potential opportunity of waste is hard to say. And it probably depends on the specific opportunities for your business. When does it make sense for a company to leverage home appliances as part of an Internet of Things marketing strategy? Are you the company it makes sense for?

I can’t answer those questions for you, but I’d like to hear how you’re thinking about them yourselves. What is “The New Direct Marketing” to you?

We are talking about a lot of these topics tomorrow at Direct Marketing Day @ Your Desk. If you want to hear what some fo the industry’s top experts think about The Internet of Things, taking your marketing global, crowd-funded marketing and more, click here to register!

Author: Thorin McGee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

One thought on “The New Direct Marketing”

  1. We’ve seen a lot of intersection between direct marketing and new technologies through the use of web and phone technology. For example, many companies now send direct mail pieces with custom URLs, QR codes, or vanity phone numbers. All of these provide tracking so companies can see which of their potential customers are responding as a result of a direct mail piece.

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