Why Direct Digital Marketing Matters

Author:

Brian Deagan

Source:

Direct digital marketing is as simple as it is important. The concept is based on a proven marketing principle -- addressability. While traditional direct marketing uses a postal address to communicate relevant information to a consumer, direct digital marketing delivers targeted communications to individual consumers through the three primary digital channels -- email, web, and mobile -- using an email address, a web browser cookie, and a mobile phone number.
 
The definition of direct digital marketing makes sense. It is a natural fusion of everything effective about direct marketing (relevant and timely messages) and everything effective about digital marketing (improved relevance and timing plus optimization and instant accountability). The reason direct digital marketing is becoming such a widely adopted marketing discipline is because of how marketing is evolving, from the Fortune 500 companies right down to the small mom and pop shops.
 
Traditional marketing is not necessarily dying; the standard marketing channels of television, radio, and print are still useful. However, the extremely high cost and inability to effectively...