Does Telemarketing Still Work?
to find out what the line is for each customer.
IDM: Will an integration of telemarketing with other media vehicles, like direct mail, help the overall effectiveness of direct marketers?
Hamilton: The greatest thing that could come out of the do-not-call list is to return telemarketing to its rightful place in the media mix. Over the years it has become a stand-alone operation at odds with a company's other channels.
Now the timing might be right for marketers to increase their budgets to drive calls to their 800 numbers. It's also the perfect time to evaluate your offers to see what your customers want and to support your marketing efforts with the appropriate mix of media.
IDM: What do the recent court rulings mean for the future of telemarketing?
Hamilton: The real thing that's happening here is [Judge Edward W. Nottingham's] ruling is going to throw a monkey wrench into the whole concept of the do-not-call list. I agree with the Direct Marketing Association that this is the time for the [telemarketing] industry to help [consumers] get off the list in a way that helps them control who they want to hear from and when. Now is the opportunity for the industry to get the do-not-call list done the right way.
IDM: What can marketers who continue to use telemarketing expect in the coming months?
Hamilton: I don't like to make predictions, because you never know what will happen. But I
believe that when the dust settles, people will get fewer calls. That's a good thing, because people will be less inclined to immediately assume that every call is telemarketing. It will almost become an event, rather than a drudge. If all you call is your existing customer base, and you never abuse them, you will get better response because all other telemarketing to them will go down.