Direct marketing agency Entire is set to launch a new initiative to clarify the definition of direct marketing and stimulate debate within the industry. The ‘what is DM?’ campaign will kick off today with a dedicated microsite (www.whatisdm.co.uk) that will invite comment from agencies, clients and the wider industry in general on a proposed definition for direct marketing.
Managing Director Ian Stockley explains: “It became startlingly clear that the blurring lines between online, offline, above-the-line and below-the-line have actually taken us to a point where no-one is really clear what direct marketing means anymore. Indeed, those in the industry will be well accustomed to campaigns that contain no element of targeting or measurement, such as PR or advertising, purporting to be direct marketing. While there will be those who think this issue is simply a matter of semantics, we felt that it was time to pin our colours to the mast. To deliver clarity to agencies and clients. To establish a fresh, new definition of DM in the digital age.”
Entire, whose clients include Tourism Ireland, Littlewoods, P&O Cruises and Reader’s Digest, intend to spark the debate with the following proposed direct marketing definition:
“Direct Marketing. Think of it as advertising that targets an identified audience with a specific proposition that harnesses the power of the brand and product or service. What really sets it apart is the call to action which allows the effectiveness of every communication to be accurately measured, even in multi-channel campaigns. This makes it an ideal vehicle both for customer acquisition and retention, through online and offline channels.”
Agencies and clients are invited to visit www.whatisdm.co.uk to challenge their definition and volunteer their thoughts on what DM means to them.
Entire’s Creative Director Ian Bates will join an industry panel of experts to discuss the issue – the debate can be read exclusively in the next issue of Marketing Direct.
Ian Stockley continues: “What better way to get under the skin of DM than by inviting those who know the industry intimately – the people who create, craft, strive and succeed for their clients – to explain what DM means to them. The industry has some unique and exciting characteristics, we hope that this debate will deliver a clear understanding of DM and finally define the boundaries between the various marketing disciplines.”
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