Maybe it's the holidays . . . maybe it's the specific projects that we're engaged in right now . . . but I'm sensing a real change in the direct marketing landscape. Don't get me wrong, as we discussed yesterday, we're still struggling with finding the ultimate solutions for many of the same problems of the past 10 years, too. However, I sense a change in the proverbial marketing weather.
And, apparently I'm not alone in this thinking. As a matter of fact, in a recent post from James Cherkoff, Director at Collaborative Marketing in the
It’s not all about online-marketing though. Traditional direct marketing ideas are also being challenged. Our clients are consistently trying to improve their DM campaigns through the use of analytics and more precise targeting. While the use of intelligent analytical methods has been in place for many years now, direct marketers are getting smarter about how to apply analytics to the “right” data source to most effectively reach the most responsive audiences.
Finally, the idea that there is some sort of "norm" out there for a marketing strategy is just dead wrong. The only consistent factor that we've seen is that the landscape is constantly shifting. Our clients are consistently changing direction and areas of focus with the changing economy. And, this seems to be the case across industries. As we consult with our clients, it has become an exercise of starting from a blank page and crafting an idea of the strategy to go forward with -- but never carving anything in stone.
I guess the over-riding theme here is that as direct marketers, we need to possess the ability to be Gumby-like. We have to be flexible and fast. We need to be able to sense the change in the weather, and then respond to it with lightning-like speed. More than ever, being tuned in to your client's needs -- and really listening -- are the qualities that will create marketing success for us in 2008.