Not all Online Marketing is Direct Marketing
I grew up in the direct marketing world starting with advertising agencies then moving over to the client side where success depended upon proper application of the discipline. But with everything changing faster than ever, I think we must sit back for a few minutes and get our bearings.
Let’s revisit the definitions of what direct marketing was to the earlier practitioners of the trade. The chart below does not represent all of the definitions out there. But the authors of these definitions represent some of the best-known leaders in the business over the years. (Double click the image below to enlarge)
Yes, direct marketing elicits some form of response. it tracks response, applies testing as a core strategy and uses all available media to solicit a response. All of these tools characterize the direct marketing discipline.
So we are left with determining if new media fit this definition. For example, is the new “social media” concept a direct marketing strategy? Is this activity trackable or is there a “measurable response”? I submit that if this effort is not measurable, then it no longer qualifies as a direct marketing strategy.
Some online activities may require the creation of an entirely new discipline that does belong to any established marketing category. If forced to categorize it, then I would place it in the branding camp.
The measurability dilemma existed long before the advent of new media. And the explosive growth of the Internet has made the quantification challenge more complex.
Could you help expand on this idea of where these new applications Internet belongs? Clearly, some aspects of online marketing fit comfortably with the trade. But there are new ideas about how marketers should view the selling challenge that do not belong in the direct marketing camp. What is your view?
Ted Grigg
in Direct Marketing Strategy, Online Marketing
|
3 Comments
View Printer Friendly Version
Email Article to Friend
Reader Comments (3)
Ted,
Yes, you are correct, not all marketing (old or new) is measurable, but it is our job to help incorporate measurement into as much marketing as possible. In social media that might be an additional microsite or even email follow-up to certain segments. Chat rooms and WOM (Word of Mouth) can be quite effective but also very hard to measure. In those cases, a post survey may help us to understand the cause-effect correlation more clearly.
Complicating things, of course, is the reaction of emerging media advocates who, often rightly so, want to be communicated with on their terms, not the marketer's and get quite upset when the opposite takes place.
PR is traditionally a non-DM medium, but that's why we should re-purpose PR so we can add a measurement component to it.
Maybe even the definition of direct marketing is still evolving and it's time to consider yet another update it?
Good post. Thank you.
Grant
Interesting that you see this as an extension of PR rather than branding. That does make good sense.
I think direct marketers have plenty on their plate already without broadening the definition. The danger is that it waters down the real power of the strategy. We know more about how to optimize response rates regardless of medium. That is a tall order in today's world where the large majority of businesses have not yet invested in a relational database.
Thanks for your thinking on this.
Ted
Wow! its a very good article about Internet marketing.Definitions of what direct marketing was to the earlier practitioners of the trade.I think not all Online Marketing is Direct Marketing.