As we are coming down the final stretch for launching our direct marketing tool using the Meredith Corporation subscriber database I have been entrenched in the concept of putting the right message, in front of the right consumer, at the right time, to get the desired response. So it would be fitting that I actually saw a real world example of this last week from Amazon.com.
Direct marketing, both digital , and physical, may be going through every shortening lifecycles of reinvention, but it is still an integral part of the marketing mix, particularly when building relationships with consumers over time. While the popular trend is increasingly in the direction of the digital arena – social networks, email, blogs, purls etc, there is still a certain level of trust that people give what is written on paper that is often higher than what they read online.
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