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Direct marketing and false dichotomies: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the rise in direct marketing spend to the false distinction between performance and brand, it’s been a busy week. Here is my take.
The age of DM?
I almost find it quaint the IPA still identifies ‘direct marketing’ in the Bellwether report, the quarterly temperature check of spending intentions expressed by a panel of CMOs. Quaint as its a definition you seldom hear agencies or marketers use. Partly because of the association with junk mail, and partly as it’s been somewhat usurped by more palatable, dynamic expressions such as data-driven, targeted engagement (insert your own buzz words here).
