As budgets tighten in tough economic climates, marketing is often the first place the CEO and CFO look to cut expenses.

We hear the discouraging news that somehow blunts a joyful season for many. Jobs lost, homes going through foreclosure, sales dropping, terrorist attacks in India and a new President many trust and just as many do not trust.

You would think that marketers would do a better job in this economy. But poor marketing decisions live on in spite of today's unforgiving marketplace.

Dean Rieck wrote a superb eye opening post entitled 3 predictions for the future of direct marketing that comments on the present state of affairs and future of the “direct marketing selling method.”

Direct Mail is growing by 4% to 5% per year in advertising mail according to Craig Simpson, a leading direct mail consultant, coach and author of The Direct Mail Solution and The Advertising Solution.

his makes sense because higher response rates rely on impulse. The creative team must focus on making the decision to respond both irresistible and immediate.

During an initial meeting with a national jewelry retailer, the VP of Advertising mentioned they mailed over 20 million catalogs each year. Read More

Clients have difficulty tying in responses from online sources with traditional media responses. And it doesn't help when web analysts count visits without tying the visits to sales

As a DM consultant in multiple industries, I get frequent calls from headhunters for specific talent. And from time to time, clients ask me for advice in this area