Don Libey, the Direct Marketing Club’s resident guru, says that marketing firms need to pay increased attention to innovations and new talent within the industry.

“We are embracing technology at a dangerous rate, and we cannot turn away from it, so we must begin to harness it and understand it,” he said at last week’s Direct Marketing Club luncheon at the Yale Club.

He said online mailing campaign intensity is increasing so much that we can expect a near-doubling of online influence and resulting sales over the next three years and this means that marketers will not just be able to reply on the basics of offers, lists and response.

Mr Libey added fully integrated, fully analytic multichannel operating systems are what is needed so that all of a business’s marketing media work together.

Though this will be expensive Mr Libey reassured delegates that direct marketing would be a fast-moving and profitable industry over the coming years.

“It embraces new worlds and new channels. It is global. It is expensive. And it is going to be two or three times its size in twenty years.

“Welcome to the dawning of the new direct marketing,” he added.ADNFCR-8000151-ID-18119169-ADNFCR

Related Topics: General Marketing