The traditional definition of Direct Marketing is: a marketing discipline that seeks to elicit an action (such as an order or a request for further information) from a selected group of customers in response to a communication. The communication may be in any of a variety of media and response should be measurable.
The world of the direct marketer has changed with the proliferation of online and digital media, changes in consumer preferences and access to information, and the move towards insights-based marketing. The differentiator that DM once owned – the ability to measure results – is now a requirement for most, if not all, disciplines and media.
Taking all of this into account, BIG drafted a new definition: Direct Marketing is the use of media to directly engage targeted audiences to drive profitable business results.
However, while preparing this blog to invite input from clients & the industry, I realized that the definition needs to go one step further and expand on DM’s measurability factor.
I propose an even more refined definition:
Direct Marketing is the use of media to directly engage targeted audiences to drive profitable business results that can be tracked, recorded, analyzed and stored for future retrieval and use.
So, what do you think?
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