Live from DMA2010: Lawrence M. Kimmel on Change and Direct Marketing
However, now that all marketing is embracing the precepts of direct marketing, many deny that it is direct marketing. "We are losing the hearts and minds of a new generation of marketers," said Kimmel. "The most progressive digital marketers often don't define themselves as direct marketers." Instead they call themselves mobile marketers or application developers—they just don't see themselves as direct marketers. They don't think of search marketing as direct marketing.
Kimmel also showed how the discipline is misunderstood. Case in point, Kimmel showed a screen capture from Wikipedia's Direct Marketing page, which shows a suggestion at the top of the page that Direct Marketing should be merged with Leaflet Marketing. Kimmel called on the audience to speak up to correct these misperceptions. He wants direct marketers to "write and right Wikipedia." To let Wikipedia know that it is wrong about what direct marketing is.
The truth, according to Kimmel is that direct marketing is, "the channel agnostic approach to driving maximum customer satisfaction and optimal marketplace results." What the people behind Wikipedia don't realize is that "direct marketing is not channel specific, it has never been." The new direct marketing is the new marketing, and it's "more local and more global."
The DMA is launching several new initiatives. There will be an Advertising Option icon for marketers to display with their ads that will allow people to see why they saw the ad they just saw. The DMA is also trying to change the perception of behavioral targeting to let people know it's just advertisers trying to make sure they are serving them relevant ads. "What we're really doing is like a personal shopper," Kimmel quotes Rance Crain as saying, it's something there to help consumers.
Change is all around direct marketing, and Kimmel would like all of us to embrace it.