One of the most frustrating aspects of practicing the direct marketing strategy comes from marketers who think they grasp the scope of what direct marketing can do for their companies.

The evaluation process highlights the primary difference between direct marketing and other strategies such as digital marketing.

There's a lot to like in this fascinating 1947 resignation letter from Bill Bernbach. Some of his statements, however, expose much of what is wrong with the advertising industry even to this day.

I see this in the job descriptions that specify channel expertise. Which one do I see the most often? Digital marketing. Think about the implications

We have hundreds of restaurants nationwide with a well recognized brand. But some stores are not doing well at all.

Direct marketing (or any marketing effort) suffers from these barriers in client companies. Most of them fall within the realm of common human weaknesses

Self-mailer, jumbo postcard or window envelope direct mail package? How do you pick one? What package should you use to generate leads or sell your product

For decades, marketers believed that combining messages through many channels increased response rates. During my career, several tests proved that this strategy works most of the time.

For years, I've seen direct response TV advertisements that sell everything from vacuum cleaners and kitchen utensils to jewelry.