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Original principles of direct marketing 'still apply'
Nov 24 2009, 11:21 AM
Despite advances in technology, Lester Wunderman's original theories on direct marketing are still relevant today, it has been suggested.
Writing for Marketing Week, Royal Mail Media Director Mark Thomson said his principles continue to "ring true".
In his book Being Direct, Making Advertising Pay, Wunderman established 19 principles that every marketer should adhere to.
"The rules begin with an understanding that direct marketing is not a tactic but a strategy. In other words, it's a commitment to acquiring and retaining valuable customers. Even in these straitened times, this same overarching rule still applies," Mr Thomson noted.
He added that today's consumers let marketers know exactly what they want and, in order to succeed and generate a good response rate, businesses must use this data wisely.
In related news, a recent poll by Marketing Week revealed that 56 per cent of marketers said their employers are still open to the idea of direct mail.
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