Tuesday, 29 April 2008

Direct is a Methodology, Digital a Platform

Direct marketing is a methodology all about relevance and the three dimensions of relevant communications. If we assume (and I do) that the three critical dimensions of relevance are: temporal, contextual and experiential, then digital marketing allows us - if we focus and listen well enough - to more easily hit two of the three in one communication. The breakthrough that will come in mobile marketing will allow us to hit all three at once...

To mis-quote Arthur C. Clarke - Any sufficiently advanced marketing technology employed brilliantly, is indistinguishable from magic.

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