Summary
DIRECT MARKETERS TODAY can be forgiven for feeling harried now that they have to scramble to prop up sagging response rates in traditional vehicles (which recently prompted a client to remark, "The harder I bail, the faster I sink!"). To keep up direct marketers must deploy ever more sophisticated techniques while managing a rapidly proliferating array of channels, products, and offers.
Direct marketers today can be forgiven for feeling harried now that they have to scramble to prop up sagging response rates in traditional vehicles. To keep up, direct marketers must deploy ever more sophisticated techniques while managing a rapidly proliferating array of channels, products, and offers. Direct marketers must make fundamental changes to navigate this new multiproduct, multisegment, multichannel world. The real transformation for companies lies in an optimization approach that informs overall strategy, aligns marketers' incentives, and provides guidance on tradeoffs between competing product lines. When combined with models of campaign profitability and responsiveness, this approach enables savvy marketers to design marketing strategies that cross product lines, segments, and channels to maximize profits.See the full content of this document
Extract
Driving Direct Marketing's Next Generation
DIRECT MARKETERS TODAY can be forgiven for feeling harried now that they have to scramble to prop up sagging response rates in traditional vehicles (which recently prompted a client...
See the full content of this document
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