Marianne Doran-Collins

The industry has been talking about the coming of a one-to-one communications cycle for as long as I can remember. I'm pretty certain the first DMA Annual Conference I attended in Toronto in 1993 featured a keynote by consultants Martha Rogers and Don Peppers. On a bare stage with only microphones and a teleprompter, the duo did their best to convince attendees to stop conducting mass marketing via direct channels and open up to the realm of personalized direct mail and telemarketing. Imagine, they said, what kind of customer response and loyalty you could achieve if you collected customer preferences to, for example, tell

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