Today more than ever, direct marketing is a thriving, dynamic industry and field that just continues to explode and consistently adjusts to fit the ever changing need of Americans (and everyone globally) to the changing lifestyles of consumers and businesses. Always offering convenience, selection and value!
WHAT IS DIRECT MARKETING?
Having grown up in a family of direct marketers, I learned at a very early age that direct marketing uses one or more media for the purpose of eliciting a direct response from a buyer, consumer or client. Direct marketing is action – oriented. Its primary purpose is to make a sale or obtain a sales lead or inquiry. Most commonly today, we find direct marketing is highly effective by mail, telephone, online, mobile or television.
WHEN DID IT BEGIN YOU ASK?
Montgomery Ward’s first mail order catalog kicked off in 1872 and has been widely recognized as the beginning of direct marketing. Since that time, direct marketing, coupled with technology has rapidly transformed and become incredibly sophisticated today. (YES…almost 150 years ago!)
WHERE IS IT TODAY?
In 2019, with the thanks for technology, mobile and multimedia – direct marketing is bigger and more responsive than it ever has been. Today, direct marketing is incorporated in direct mail campaigns, television, radio, print/press, all things interactive, websites, mobile apps and more. Importantly, todays direct marketers are more professional than ever and even have more weapons available that in decades gone by.
WHAT IS ITS FUTURE?
Fortunately for you, direct marketing is going to continue to grow and thrive. In fact, I personally believe it will virtually explode with even more new ways to reach the consumer directly. There is much experimentation with cable tv, streaming, podcasts, television services, computers, etc. – I only see many more in the way of media specialization and ongoing support of direct marketing. Finally, experts today have helped prove that direct marketing in 2019 and beyond, creates value and moves people to action through the connected customer journey.
Finally, today direct marketing is sophisticated, highly creative and always about a mixture of art and science. Plus, a path to passion and purchase.
Win the day!
To your continued success in 2019 and beyond.
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MORE ABOUT GEOFF DE WEAVER:
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CEO, Speaker & Author, ‘How To Win New Business – Proven Trends, Tips & Tactics’
Super strategist who directs Fortune 500 clients to define their vision, create a strategy, and harness their internal innovation to grow their business or reinvent their products. Expert at building and transforming brands, businesses, and digital and physical customer experiences at scale.
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