The blog Ad-Verse yesterday posted an overbaked but funny take on so-called relationship marketing called "Direct Marketing: A Science of Stupidities" that I spotted on AdRants.
While celebrating a 97% failure rate seems strange to the uninitiated, the truth is that direct marketing is actually less stupid than most other types of marketing because it depends solely on response, putting the customer in complete control. The failure rates of other types of marketing, say, word-of-mouth or product placement, can't even be measured.
The eleven steps outlined for direct marketers, however, are worth reading, and I believe most good marketers are doing many of them already. Self serving advertising doesn't generate response -- and if it doesn't generate response, you're going to stop doing it if you're smart.
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