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 With the advent of huge spam levels, plus restrictions on email marketing from the EU, what is the effectiveness of permission email to customers and to prospects?
Andy Wood, MD, GI Insight |  |
How can I better define which inbound leads are more likely to convert so I can prioritize them more effectively?
Paul McConville, Director of Consumer-Facing Services , TARGUSinfo | |
What’s Next for Speech?
John P. Joseph, VP Corporate Marketing, Envox Worldwide | |
How can I show measurable value from my monitoring and recording system?
Gerry Johnsen, Product Manager, Calabrio, Inc. | |
There has been a certain amount of scepticism surrounding CRM in the past, but now it seems like everyone is doing it. Is this the case?
Andy Wood, MD, GI Insight | |
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 | Peter Johnson, Ph.D., SIU Director, DMA You Asked
What factors have contributed to the extraordinary growth of the Direct Marketing activity and what can we expect for the future?
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The Expert's Answer
Direct Marketing is growing because firms across the board are looking for measurable results for their advertising dollar. And direct marketing is all about quantifiable, proven response. So direct marketing becomes ever more valuable when C-level executives are scrutinizing every penny of outlay.
As for the future, direct marketing is likely to become even more powerful. Direct marketing is about understanding and measuring customers preferences, and using that knowledge to grow relationships.
As more and more companies understand the enormous promise contained in their customer databases of customer transactions, they will turn to direct to deliver on that promise.
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Dr. Peter A. Johnson is Director of the Strategic Information Unit at Direct Marketing Association (DMA)
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