Of course, that's what I want you to think. But let's consider the maturing of the direct-mail industry over the past decade. The keynote speakers at all the top DM conferences were waxing lyrical about the importance of gathering and managing data. Better targeting and managing lifetime customer value was the focus. Then came integration, followed by customer relationship management strategies.
Direct marketers know that customer ownership is their secret weapon.
Accountability is what we have over our image-advertising partners. But in the world of DRTV, direct sales and lead generation are what matter. In fact, DRTV experts have mastered the art of accountability and campaign Return On Investment. Maybe it's both the appeal of image advertising and the accountability of direct marketing that s causing this paid-for advertising medium to attract so much attention and gain corporate acceptance both with the Fortune 1000 and agencies of record. I get asked that question often, almost rhetorically.