In a tough economy when businesses are slashing budgets and wanting a clear ROI on every Rand spent, there’s nothing like direct marketing to validate your marketing investment.
Substance - by Lester Wunderman
Lester Wunderman, the father of direct marketing continues to inspire.
This little booklet, big on insight, contains some of his most important observations about our business.
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Wunderman is the original architect of response-driven marketing, an estimated trillion dollar global industry. Today, with 50+ years of innovation, creativity, and insight, Wunderman stands as the first name in advertising that delivers measurable results. Throughout its network of 130+ offices in 55+ countries and 15+ specialized companies, Wunderman speaks the customer's language (whatever the dialect) at the right time, creating profitable conversations that build brands and generate sales. http://wunderman.com
First published in 1995, the report is released every other year in conjunction with DMA’s Annual Conference and delivers historic trends, current year estimates, and one-year and five-year projections for direct marketing expenditures, sales, ROI and employment.
An online presence can take several forms and have any one of multiple objectives.
A Glimpse of the Future
Three years from now - or perhaps sooner - the direct marketing scene (the scene not the techniques) will be barely recognisable from that which we know and love today: the carefully delineated, agencies; the internecine warfare; the specialists and non- specialists; and so on, will all begin to disappear.
In the recent past, the position and relevance of direct marketing (DM); in the information age has been viewed as a 'dying' facet of the advertising industry. However, research and trends have proved that direct marketing will have an impact on the economic growth and lead the industry in one-to-one marketing.