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The Evolution of Direct Marketing: Brand Building in a Tech-Savvy World

Explore the transformation of direct marketing strategies, focusing on brand development and customer-centric approaches. Learn about the changing landscape through case studies and industry insights.

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The Evolution of Direct Marketing: Brand Building in a Tech-Savvy World

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  1. Action Ambro’s Andrew Ambrogioni The changing face of Direct. (and some case studies) September 2006

  2. The Changing Face of Direct Marketing • Brand Definition • DM Definition • New Definition

  3. Brand marketers build brands • “The intangible sum of a product’s attributes, its name, packaging and price, it’s history, it’s reputation and the way it’s advertised” – David Ogilvy • A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors” – The Dictionary of Business and Management • Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a pledge of satisfaction and quality” – Walter Landor

  4. Direct Marketers build businesses • “Direct marketing is broadly defined as any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order (direct order), a request for further information (lead generation) and/or a visit to a store or other place of business for purchase of a specific product)s) or service(s) (traffic generation).” - The Direct Marketing Association

  5. Proposing a new definition for direct marketing • Direct marketing is broadly defined as a direct communication designed to deliver the brand reputation, promise and vision to a consumer and generate a response in the form of an order (direct order), a request for further information (lead generation), and/or a visit to a store or specific product(s) or service(s) (traffic generation) while building brand awareness in the target audience.

  6. Great – so now what ? We have brand commercials with a Tel no and … We have direct mailers that look like the Ci manual. • Brand communication is brand focused- Build it and they will come • Direct marketing is customer focused communication that aims to solicit an action or response through a media neutral integrated approach

  7. State of the Industry • Clients • Agencies • Media Neutral Approach • Obstacles • Technology • Cellular • Web/Promo Sites • interactive (TV) • Data Privacy Act • DM Agencies poised for change

  8. Are we in line with the rest of the World? • NO • International vs Local Advertising • Case Studies

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