Do Marketers Need To Be Different To Be Direct? |
Marketers are under intense pressure to drive sales results from marketing activity. To deliver the result, marketers are turning to direct marketing, a variation on their core trade. But do the skills of traditional marketers translate into Direct Marketing success? I believe the answer is a resounding no. What's more, the discipline of Direct Marketing is, unfortunately, suffering at the hands of the uneducated. The reason lies behind a formulaic approach to targeting and segmentation, frequency of message and a failure to explore the creative boundaries and personalisation that only direct marketing can offer.
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