Editor's Notes: Digitally Enhanced
Digital marketing and print/phone/ "analog" marketing are locked in a struggle to the death! ... Aren't they? If you read a lot of articles in the direct marketing space, it probably sounds like they are. But if you step back and watch what marketers are actually doing, they're not.
Sure, from the vendors' perspectives, digital solutions compete for share of ad budgets with more traditional providers. But in marketing departments, it's just a little less of this, a little more of that.
In the end, the point of all the marketing efforts is to bring more customers further into the fold. Find more prospects, turn more of them into buyers, turn more of them into repeat customers, and turn more of those into satisfied customers and brand evangelists. The best strategies are different for every market and marketer, but they usually involve multiple channels and tactics.
This issue of Target Marketing is a prime example. Our cover story will help you assess the pros and cons of using social media for CRM, a task traditionally best performed over the phone, but which is increasingly happening on social networks today. Yet, as Carolyn Goodman argued in a recent blog post, many customers loudly long for the old customer service phone number.
"The Evolution of Interactive Print" shows how print has come to expand beyond the printed page and access multimedia digital content, with varying degrees of success.
This month we also launch a new column, Mobile First and, although it will spotlight mobile's uses in direct marketing, its inaugural column is already about crossing channels: examining why your email should be mobile-optimized.
The challenge isn't how digital replaces the things marketers used to do, but how it enhances marketing efforts through increased frequency, personalization and effectiveness.
Announcing Andrea Syverson's New Brand Matters Blog!
While Brand Matters is not appearing as a column in this issue, it, too, has been digitally enhanced! Find Andrea's latest post on our website.