10 Years of Direct Marketing Evolution

U.S. direct marketing sales held pretty steady from 2002 to 2012, per data from the Direct Marketing Association (DMA).

With seven videos and eight articles, Target Marketing magazine took an in-depth look at a decade of direct marketing evolution. Change happens, and not all in one place. But this page is different—here, the entire series is encapsulated below.
The way it works is the videos with Michael Lowenstein, PhD, CMC, and interviewer Heather Fletcher, Senior Editor, Target Marketing magazine, appear first. To view the videos, click on the title’s hyperlinked text.

Next, Fletcher’s series of articles appear with hyperlinked titles and a brief article excerpt below each title. Clicking on the link will bring viewers to that specific article, in full.

Videos

Articles

  • Direct Marketing’s Growth During the Past 10 Years: As I always do when reporting a story, I let the facts speak for themselves. I decided to take a look at the evolution of direct marketing during the past decade and, I will admit, the results did surprise me. What you’ll see during the next seven weeks is a trip through what’s happened in this space. …
  • Fragmentation of Mass Messaging: The Past 10 Years of Direct Marketing, Part 2: On Sept. 11, 2001, I watched the Twin Towers of the World Trade Center collapse the way most everyone did in the United States: I saw it on TV. Then I rushed to my job as a daily newspaper reporter in Cleveland, where I helped put out an afternoon edition of what was normally just a morning paper. By the …
  • The Explosion of Marketing Channels: The Past 10 Years of Direct Marketing, Part 3: Do you remember when fax marketing was a growing discipline? Neither do I. But there it is in red and blue in the graphic on Page 50 of Target Marketing magazine. That wasn’t that long ago—March 2007—and chances are you haven’t even looked at a fax machine during the past 24 hours. Or maybe even the past week, or month. …
  • The Evolution of Content: The Past 10 Years of Direct Marketing, Part 5: Marketers and content creators who are still standing after the Internet burst into their lives are probably glass-is-half-full types. They’re the ones who call the new channel an “opportunity” and maybe even “a challenge,” but say so with excitement in their voices. They’re the ones who were happy when blogging became mainstream, Craigslist emerged as the place to list classified …
  • What Is ‘Traditional’ Direct Marketing, Anyway? Part 6: During the past decade, email marketing’s come to be called “traditional” and direct mail positively ancient by “digital” marketers who view social media marketing as the new yenta in the shtetl. SMM can fix companies up with consumers, they say. While they’re right, the old-school tactics still work and, I would argue, inform the successful aspects of the new. For …
  • How Data Changed Marketing—The Past 10 Years of Direct Marketing, Conclusion. In order to integrate anything into the way they do business, humans need data. At this point, direct marketers need to understand “Big Data” or have tools that can do that for them. That’s because customer intelligence is the differentiating factor that draws in a portion of the $300,000 consumers are spending each minute, says Devyani Sadh, the CEO and …

Heather Fletcher is senior content editor with Target Marketing.
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