Direct marketing —an approach that uses all types of advertising media to motivate a response, which is tracked and stored in a database—is fast becoming indistinguishable from modern marketing today. Join us as Ron Jacobs, one of the preeminent authorities on this topic, explains the evolution of direct marketing thinking and where it’s headed over the horizon. Hint: Some marketing challenges are not likely to be solved anytime soon, but Ron says new tools and technologies are on the way.
Three takeaways:
- All marketing is direct marketing today. That could be argued a bit, but the modern marketer needs to embrace the concept.
- Attribution is important for us to be held accountable. Don’t be afraid to be measured and held accountable. Attribution is an important conversion we have to continue to have in order to have the foundation and ability to market in an omni-channel world.
- Copywriters and communicators need to be thinking about three audiences: the end user/the consumer target, influences and algorithms.
About our Guest
During the last 35 years, J&C founder,
Ron Jacobs, has been blazing the trail and establishing the best ways to interact
with consumers. Through honed tactics and techniques, Ron has defined the best
ways to start, manifest and sustain relationships with customers. He shares his
insights and strategies as the author of many articles and books, through works
with clients and organizations in the U.S. and around the world, and across the
globe as world-renowned public speaker. Ron Jacobs literally wrote the book on
direct marketing, which is now the basis for modern relationship and response marketing.
Meet the Hosts
Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.
Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.
Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.
Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications. Interested in growing your career with a master's degree in Data, Digital or Integrated Marketing Communications? Request more information today!