The Explosion of Marketing Channels: The Past 10 Years of Direct Marketing Part 3
For instance, a marketer can take out a display ad on Skype. The ad is classified as Web marketing, but it will probably click through to a landing page, which is e-commerce. If there's also a trackable phone number that leads to the call center, that's telemarketing. If it opens a chat window, that's still Web marketing. Skype is video calling, so is that video marketing or telemarketing? Or Web marketing? Or mobile? Or social? Or what some marketing vendors want to classify as "voice"?
Maybe it doesn't matter how it's categorized. Maybe all that's important is that it brings in results.
After all, direct marketing sales still remain relatively level, despite the past decade's channel changes. (See the chart, at right.)
As much as modern marketers like to think they invented direct and all its current terms, plenty were around before they got on the scene.
"Big Data" is new, you say? Check out the 2.5-page feature, starting on Page 87 in the October 2003 issue of our magazine. That's right, it's "Can You Predict the Future? When to use regression and neural networks in models."
OK, OK. But today's marketers invented touchpoints and attribution, right? Not so, according to our 2003 Direct Marketer of the Year, Richard Thalheimer, then of The Sharper Image. While now, direct radio may drive insurance consumers to their mobile devices to convert, or social networks may bring accounting client prospects to a branded website then to CliftonLarsonAllen offices, Thalheimer told us in 2003 that catalogs drove mail-order sales and boosted in-store purchases. Therefore, The Sharper Image devoted the largest percentage of its budget to catalogs and less so to television, solo mailers, print and radio.
So I have a question for you, marketers: What's another good example of new technology that's using old direct marketing concepts to its best advantage?