Future of Direct Marketing


A friend sent me these predictions…

Direct Marketing
• Personalized direct mail will grow significantly over the next two decades. It will be the basis for
relationship and targeted marketing.
• Internet dot-coms will apply directed marketing appoaches to develop branding and push consumers
to their Websites.
• Mass mailings will continue. Until everyone has access to the same electronic data, there is no
other way to reach a large audience. Direct mail is “democratic.”
• Direct mail marketing will continue to exist as a “push” medium and will supplement the company’s
Website. Personalization will be commonplace.
• Business-to-business direct mail will move almost entirely to the Web, linking corporate entities
via EDI and e-commerce.
• By 2010 e-mail and physical mail locations will be linked, which will then usher in direct e-mail.
• E-mail will be accessible on computers, PDAs, digital appliances, via kiosks, and other public
systems. By 2020, text-to-voice converters will allow access to e-mail from cell phones.
• The Postal Service will offer consumers the ability to receive their direct mail as print or as electronic
files. Printing operations will be linked to Postal Service locations.
• The Postal database will be the national repository of street and e-mail addresses so that crossmedia
mailings can be made.
• The concept of junk mail and spam will continue and marketers will be challenged to avoid both
through targeting approaches.
• Dynamic digital printing will be the most prevalent form of production because of its ability to
handle variable data printing.
• Although direct e-mail will be a competitor, targeted print will grow through 2020 because of its
ability to reach all audiences.

One Response

  1. Anita Adams-DeBr0sse says:

    I enjoyed reading your article on “Integrity”.

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