DM is dead, long live DM
08/03/10 15:04 Filed in: David
Edwards
At a trade event a few weeks back I was chatting to a partner of a pensions consultancy and mentioned (or slipped into the conversation, if I’m totally honest) a reference to direct marketing. ‘Oh we used to do mail packs,’ she said, ‘But that all seems so old-fashioned these days’.
Needless to say, the pensions director then went on to talk about her firm’s investment in ‘digital marketing’. What she had clearly failed to realise was that digital marketing is direct marketing. And in surely its purest form so far. After all, what other media channel allows better opportunity for an individual to respond directly to a marketing message and immediately make a purchase? It’s direct mail, only better, because there’s no longer any need for that annoying BRE.
I wonder, then, if that’s why we now say information has been ‘posted’ on the net.
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