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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2 comments:

Unknown said...
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February 9, 2011 at 5:56 PM
no reservations said...

I believe impression management should be incorporated into this definition. Managing the public perception of the firm is becoming more and more important in the age of social media.

February 9, 2011 at 6:08 PM

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