I have always said that it’s easier for a direct marketer to follow branding then it is for a brander to become a direct marketer. This point was nicely captured in Ted Grigg’s latest blog.
Why is this the case? Because direct marketing is counter intuitive to traditional advertising and marketing thinking where the killer idea and killer creative reside. For measurable marketers it’s about the results. And results can be improved upon in direct marketing by segmentation and testing. After we reach our goals we do more testing.
Traditional advertisers swing for the fence, whereas direct marketers are happy to move the base runners and are even more comfortable striking out — as long as we learn and can apply that knowledge to our next at bat.
It is why direct marketers are in demand. The “new” media is measurable and thus requires the thinking of direct response pros.
And it’s about time!
Grant A. Johnson
Johnson Direct LLC