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.