Blow Up Silos!
How do creative and brand fit into this whole matrix? Creative comes easy when you know what the offer is, who you're talking to, and why you're talking to them (what they bought before, etc.). Plus, the more defined the segment, the better the brand can be served. Customers measure brand by a few factors—likability, uniqueness and relevance. Personalized communications are the quickest way to build these traits.
Marketers who are not in silos are nimble enough to talk one on one with customers all the time—recognizing them and talking to them like real people.
Lois Geller is president of Mason & Geller Direct, a direct marketing agency in Hollywood, Fla. (formerly in New York City). You can reach her at email@example.com.