direct
KEITHWISERsays
everybody’sdoing
DM...theyjust
don’trealiseit.
marketers,weshouldbe
delightedthatallthese
Whetherwelike
marketingnovitiatesarestarting
toexploreourterritory.Justin
itornot,direct
caseyouthinkIamterribly
marketingstill
arrogant,Ihavetoconfessthat
someofthem,withabitof comeswitha
planningandinnatecunning,
maygetitright.
lotofbaggage
Ontheotherhand,basedon
theGreatUniversalPrinciple
–termslike
thatyoudon’tknowwhatyou
‘sprayandpray’
don’tknow,theoddsarenotin
theirfavourforoptimalresults. and‘junkmail’
Whetherweliketoadmitit
ornot,directmarketingstill
willnotgoaway’.
comeswithalotofbaggage.
Termslike‘sprayandpray’and
‘junkmail’willnotgoaway
easily.Ihaveanumberofclients
whomIstudiouslyavoidtelling
thattheyaredoingdirect
marketing,forfear,iftheyfound
out,thattheymightstop!
Allaboardthebus
Buthere’sathoughtI
articulatedintheforewordto
myrecentbook,themass
marketingbushasalreadybuilt
upaheadofsteam.Mass
marketing,usingmassmedia,
hasbeensteamingalongsince
themiddleofthelastcentury.
Littlewonderthatallthose
peopleonthatbushavezero
interestinsomeoneleftbehind
inthedirt,tryingtoconvince
themthattheyareonthe
wrongbus.
Buthowaboutanewform
oftransportalltogether...one
that’scleaner,quicker,cheaper,
faster.Nowyou’retalking!And
thatbusmightjustbecalled
‘marketingdirect’.
KeithWiserisfounder/CEO
of5thDimension,based
inSouthAfrica.Email:
KeithW@5thDimension.co.za
DMINOVEMBER/DECEMBER2009 www.dmionline.net
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