For many veteran marketers and brand managers, the shift to data-centric digital marketing has required significant adjustments. It’s not just the automated tools and information streaming in from multiple sources that challenge them; it’s the increasing levels of personalization and micro-targeting that require a group more accustomed to “spray and pray” broad-based appeals to rethink overarching strategies.
But one group of marketers and brand advocates were data-driven before it became a thing: direct response (DR) marketers.
Accountability is all the rage today — clients expect campaigns to deliver solid metrics. But that wasn’t always the case in the traditional advertising world. It was in the DR environment, which is why DR has a lot to teach today’s marketing professionals.Continue Reading..