Until companies start to listen to their customers (who, by the way ARE frustrated with them when they don't understand the depth of their relationships), or researchers like Forrester, I'm not sure if many will ever get there.

It's frustrating as a marketing consultant because you can see the big leaps of efficiency and customer satisfaction that would be realized if only . . .

Oh well . . . I'm certainly going to keep after my clients!

Excellent post -- as usual!

Thanks for the comment. And I hope your talented friend gets the rewarding and fun work she is so capable of doing.

I think you're right -- her talent can be better utilized on her own. I think her reluctance to move forward in that direction is revenue driven -- two kids to send through college, a large mortgage, etc. However, when I left Corporate America -- I've never looked back. And, the money has followed. I'm going to send this link to her in the hopes that she'll respond with a comment as well. Maybe you can convince her. : )

Again, excellent post!

How do you find time to blog, do Facebook and still get your paying work done? It's got to be a challenge.

Ted

Well, here's one thought (one idea that you're already using): Keep your presence top-of-mind by participating in social media. Blog on your field of expertise to show your prospects and customers that you are indeed an industry-leader. This is a great credibility-booster.

Also, participate in other social media. Find a Facebook Group that focuses on your field and participate there, too. By being a key contributor to the right group, you'll be building your network and honing your skills. For any direct marketers, you may want to join the Facebook Group called What I Saw at The Direct Marketing Revolution (http://www.facebook.com/group.php?gid=6776474127). It's a large group of DM experts. Hope to see you there!

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

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

Don't assume the prospect understands that we charge for our time. Make this clear at the onset.