10 Years of Direct Marketing Evolution

With seven videos and eight articles, Target Marketing magazine took an in-depth look at a decade of direct marketing evolution. Change happens, and not all in one place. But this page is different—here, the entire series is encapsulated below. The way it works is the videos with Michael Lowenstein, PhD, CMC, and interviewer Heather Fletcher, Senior Editor, Target Marketing magazine, appear first. To view the videos, click on the title's hyperlinked text. Next, Fletcher's series of articles appear with hyperlinked titles and a brief article excerpt below each title. Clicking on the link will bring viewers to that specific article, in full. Videos Video: Lowenstein on 10 Years of Direct Marketing Change—Part 1 Video: Getting the Message Out Now vs. 10 Years Ago Video: Doing It Right—Which Marketers Understand the New Ecosystem vs. 10 Years Ago Video: Content Marketing and Trusting Customers—Loyalty Now vs. 10 Years Ago Video: What Does 'Traditional' Direct Marketing Mean to You? Video: Boom! More Marketing Associations Video: Put a Bow on It—Lowenstein on How Direct Marketing Ties Together, Final of Series Articles Direct Marketing's Growth During the Past 10 Years: As I always do when reporting a story, I let the facts speak for themselves. I decided to take a look at the evolution of direct marketing during the past decade and, I will admit, the results did surprise me. What you'll see during the next seven weeks is a trip through what's happened in this space. … Fragmentation of Mass Messaging: The Past 10 Years of Direct Marketing, Part 2: On Sept. 11, 2001, I watched the Twin Towers of the World Trade Center collapse the way most everyone did in the United States: I saw it on TV. Then I rushed to my job as a daily newspaper reporter in Cleveland, where I helped put out an afternoon edition of what was normally just a morning paper. By the … The Explosion of Marketing Channels: The Past 10 Years of Direct Marketing, Part 3: Do you remember when fax marketing was a growing discipline? Neither do I. But there it is in red and blue in the graphic on Page 50 of Target Marketing magazine. That wasn't that long ago—March 2007—and chances are you haven't even looked at a fax machine during the past 24 hours. Or maybe even the past week, or month. … Get Over Yourself. Let's Talk More About Me. And the Marketers Who Get That Consumer Mindset—The Past 10 Years of Direct Marketing, Part 4: It's never been clearer than while researching this article that consumers aren't thinking about you at all—ever. They're looking for themselves in you, if they notice you at all. How do you make them look? How do you make them feel? Which of their problems do you solve? What does spending time and money with you get them? Noticed? Affirmed? … The Evolution of Content: The Past 10 Years of Direct Marketing, Part 5: Marketers and content creators who are still standing after the Internet burst into their lives are probably glass-is-half-full types. They're the ones who call the new channel an "opportunity" and maybe even "a challenge," but say so with excitement in their voices. They're the ones who were happy when blogging became mainstream, Craigslist emerged as the place to list classified … What Is 'Traditional' Direct Marketing, Anyway? Part 6: During the past decade, email marketing's come to be called "traditional" and direct mail positively ancient by "digital" marketers who view social media marketing as the new yenta in the shtetl. SMM can fix companies up with consumers, they say. While they're right, the old-school tactics still work and, I would argue, inform the successful aspects of the new. For … Proliferation of Trade Associations—The Direct Marketing Evolution, Part 7: Quick! How many of these do you recognize? AAAA, AAF, ACMA, AMA, ANA, DMA, IAB, NRF and SEMPO. Did you think I just had trouble clearing my throat? Or did you recognize all of these as trade associations that serve marketers? … How Data Changed Marketing—The Past 10 Years of Direct Marketing, Conclusion. In order to integrate anything into the way they do business, humans need data. At this point, direct marketers need to understand "Big Data" or have tools that can do that for them. That's because customer intelligence is the differentiating factor that draws in a portion of the $300,000 consumers are spending each minute, says Devyani Sadh, the CEO and …

Performance Marketing

10 Years of Direct Marketing Evolution

Heather Fletcher

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Heather Fletcher