February 16, 2018
More than most marketing strategies, direct marketing remains largely stigmatized. Mention it to most outside of the discipline, and truckloads of snail mail overfilling people's mailboxes come to mind. But direct mail and direct marketing are not the same thing.
Direct marketing is about driving business results. No matter the platform, any time brands communicate with a potential consumer — such as using an augmented reality platform targeted at Millennials to drive insurance purchases — they are actually using direct-response marketing. Today, the convergence of data, technology, and creativity are opening new direct-response avenues that, while highly successful, are still largely untapped by many brands.
After years of being the secondary or tertiary consideration, though, direct marketers need to proudly rise from the fringes and reclaim their mojo. Because if any discipline is poised to own the end-to-end customer journey, it's direct marketing.
Read the full article here.