Editor's Note: Regaining Control in a Consumer-Driven Marketing World1 Jul, 2013 By: Thomas Haire Response
Last month, I attended a new marketing event in New York City called Integrated Marketing Week (www.imweek.org). Co-hosted by Econsultancy and the Direct Marketing Association (DMA), the event harkened back to the old DM Days New York event that long marked our mid-June calendars here at Response. Perhaps more importantly, it provided yet another confirmation of what the future of our business truly is: standing at the intersection of direct, digital and data-driven marketing.
As marketing has changed, so has Response. At first, we dedicated ourselves to taking a leadership role in moving the legacy direct response television business into the 21st century, as the Internet and retailers played a larger and larger role. Then, we switched gears, promoting the power of the metrics used in DR as a part of the answer for all marketers who suddenly needed to understand where, how and why their consumers were responding to their messages and buying their products and services.
Today, with a maturing Internet space, retailers hungry for products that fly off the shelves quicker than they can stock them, and both mobile and social media allowing consumers nearly total control of what they want to see, promote and — most importantly — buy, we’re again reassessing our role in the marketplace.
The keys we’ve seen in recent months have been showing up more and more often in the pages of our magazine, in stories in our weekly E-newsletter Response This Week, and in the sessions at this past April’s Response Expo. It’s our job to help you understand and find your place here at the spot where direct, digital and data-driven marketing meet. With consumers no longer shy about deciding which marketing messages they want to hear, when they want to hear them and where they respond to them, there’s no question in our mind that all marketers — and their agencies and vendors — must not only listen but also be equipped to immediately respond to those consumers’ demands.
Consumers want the ability to buy your product or service immediately (direct). More and more often, they’re turning to the Web via their laptops, tablets or smartphones in order to do so (digital). This allows you to garner more information than ever on your customers — information, that used safely and properly, can expand your customer base rapidly (data-driven). This is where you need to be, and as a provider of information, research and more to help you expand your businesses, that’s where the Response group is today — and will be for the foreseeable future.
— Thomas Haire, Editor-in-Chief