The Dazzling New Generation of Direct Marketers
I have been in direct marketing for more than 50 years.
During that period, I have participated in dozens of marketing conferences all over the world and been a presenter at many of them.
In early June 2014, I went to New York’s Metropolitan Pavilion on West 18th Street for Integrated Marketing Week 2014. At the entrance to the exhibit hall, I picked up a Show Guide and went to the Target Marketing Booth to decide which sessions to attend.
Reading through the descriptions of the various presentations, it became evident the new technology has left me in the starting gate.
I am no longer relevant.
These new marketers know so much more than I ever knew; I have no way of ever catching up.
Two samples from the session descriptions:
Hear from a senior level Farmer’s Insurance marketing executive about their journey, significantly lifting web and local office traffic, while improving engagement and conversion, through an integrated digital marketing approach centered in strong audience understanding and content strategy guiding execution of organic and local search, social and content marketing. Learn how a mix of internal teams and agency partnerships help the firm innovate to maximize brand awareness and grow the customer base.
Meet the Affinity LoopTM—a foundation for journey-based experience design. In this session, we’ll share the findings of the first annual CXM Study, designed to diagnose the points of pain, influence and apathy in the intersecting path to purchase and ownership lifecycle that comprise the customer journey. We’ll examine how journeys are similar and vary across industries, and reveal some quantified opportunities for customer-focused brands to elicit the emotional loyalty and irrational brand preference that result from a more connected and meaningful experience in the moments that matter most.
I dropped in on a number sessions. As an old-time junk mailer with off-the-page copywriting and design experience, here is what hit me: