Here’s something all response marketers have in common:
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I read the news today, oh boy
About a channel that had passed away
And though the news was rather sad
Well, I just had to laugh
I saw the epitaph:
In today’s digital world, most people assume direct mail is a dying medium. This could not be further from the truth. Direct mail is currently undergoing major changes as it is resurfacing as a valuable marketing channel.
There was a frantic knock at my office door. I opened it to find an old friend from the industry. He was looking shakier than Kanye’s PR firm.
There’s a reason why certain consumer products have maintained the same design and function for decades: Despite all the advantages technology affords, some things are best enjoyed in their original form.
Marketing communications and marketing channels are changing rapidly. Not all business-to-business (B2B) marketers are keeping up. Too many B2B marketers base their decisions on results gleaned in a marketing landscape that doesn’t resemble today’s – one where marketing communications were focused on products and brands, not on the customers who purchased them. That may have been acceptable in the past, but not in a time where personalized, relevant data-driven communications have become the norm.
The crowd is loud and the arena is dark.
The Direct Mail Doctor’s virtual waiting room is filled. Patients from all over want to find a proven cure for their direct mail maladies.
But that’s no surprise; the good doctor is definitely on a roll. In his last article, he found the antidote for some sticky issues involving envelope messaging and formats.