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.