Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Are Direct Marketers Really Out of Touch? - LinkedIn Discussion of the Week

October 5, 2012 By Thorin McGee
Get the Flash Player to see this rotator.
 

Yesterday, we ran a link to a story from Marketing Week that we did not all agree with, but that we thought would be interesting to out direct marketing readers: "Direct Marketers 'Are Out of Touch' With Consumers"

So here's what we want to know: Do you buy it? Are direct marketers out of touch with consumers? Come join the discussion about this on the Integrated Marketing Mix LinkedIn group.

Spoiler alert: I don't buy it.

I think direct marketers may be the only marketers who have a real understanding of what their target consumers really want. And you've done that by looking at metrics that accurately reflect consumers' feelings: Response metrics.

The article seems to be based on, essentially, opinion polls. The problem with opinion polls is they are dramatically impacted by how you ask your questions. It's easy to find false positives:

"Do you want to be contacted by marketers?"

"Heck No!"

"Would you like to get free coupons and offers form your favorite stores?"

"Heck Yeah!!!"

And hasn't that always been the story of direct marketing? No one wants to get a mail piece or an email or to follow you on social media ... Until they do! And then they don't mention it, they just place orders.

We'd love to hear what you think. So please head over to the Integrated Marketing Mix LinkedIn group and let us know. I'll talking about it there as well.


 

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

SPONSORED CONTENT

MORE ON SOCIAL MEDIA >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: