Tuesday, February 8, 2011

Defining Direct Marketing in an Interactive Age

Ron Jacobs of Jacks & Clevenger asks us to define Direct Marketing for our new world of multichannel, interactive media in the latest copy of CADM's ADMARKS. I like the DMA definition because it includes multiple media, a database and our old DM friend, measurability. Any Comments?
An organized and planned system of contacts
Using a variety of media
Seeking to produce a lead or an order
Developing and maintaining a database
Measurable in cost and results
Expandable with confidence (DMA)

I think that this definition does not include some of the aspects of interactive marketing such as collaborative social media tools that are not in total control of the marketer.
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