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 truth is, most of them have no clue.
The graphic below represents one of the most misrepresented aspects of the direct marketing strategy.
Direct mail is not direct marketing any more than television advertising represents the whole of branding.
My next post will deal with how direct marketing differs from other marketing approaches. It all begins with evaluating the failure or success of marketing expenditures. I will leave it there for now.
How do you view direct marketing? Do you think it's a traditional concept that past it's time? Or is it like branding -- a strategy that is as relevant today as it was 30 years ago?