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

How Data Changed Marketing – The Past 10 Years of Direct Marketing, Conclusion

August 20, 2013 By Heather Fletcher
Get the Flash Player to see this rotator.
 
[Editor's Note: This is the final article in an eight-part, weekly series.]

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, CEO and head of client relations at Data Square.

Sadh related the figures during her session on Thursday at Integrated Marketing Virtual Conference and Expo.

Back when there was only a little data to integrate, humans could do it in a computer called "the brain." Now, though, IBM says: "Every day, we create 2.5 quintillion bytes of data—so much that 90 percent of the data in the world today has been created in the last two years alone."

Tracking back a bit, it seems as though the need for data is what drove the creation of direct marketing in the first place. There was already too much going on in commerce alone for one brain to handle when, in 1939, Lester Wunderman suggested Economy Ribbon Mills create a "ribbon-of-the-month club" for ribbon buyers, so they would remember Economy's ribbons and be able to differentiate them from the competition.

In "Being Direct," Wunderman writes that a magazine ad allowed buyers to sign up to join the free club, which would entitle them to samples of that month's "hottest-selling" ribbons. Each sample described the ribbon's name, style, fabric, colors and how best to use and sell it. Wunderman says the campaign "was a success" because buyers no longer had trouble differentiating Economy's samples, which they had already been getting prior to entering the club, from all the other samples they received.

Wunderman's world of 1939 hadn't yet entered the frenetic pace of today's channel integration challenges, though.

Looking at a snapshot from just the past decade, it's easy to see marketers learning lessons by trial and error while they learned how to best use new channels—including email.

 

SPONSORED CONTENT

MORE ON DATABASE & CRM >>

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

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

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

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

COMMENTS

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