The Evolution of Marketing

© frontwire 2006

Over the last three decades, marketers have moved an increasing amount of their resources to Direct Marketing activity — such as direct mail and the call centre — as a result of its accountability, improved targeting and direct response. Recently, however, many companies have started to witness their direct mail response rates fall, while the cost of customer acquisition and retention has increased.

Digital Messaging is the natural evolution for Direct Marketers keen to reduce their production costs but increase their response rates. Heralded as the ‘Killer Marketing Tool’, those companies that are quick to understand and harness the power of Digital Messaging could rapidly gain a significant competitive advantage. And in today’s economic climate, that advantage makes all the difference.