This includes a password protected Web site, a CD-ROM membership overview, a multimedia sales presentation, and digitally personalized sales collateral. Because each prospect is worth millions to this trade association's manufacturing members. Finally, we must keep an itchy trigger finger, which is another way of saying that we possess a lightening sense of opportunity. Because markets are more dynamic than ever, marketers today must cultivate laser-like intuition. Disparate products can suddenly become integrated into a co-promotion with a common, unifying theme.
Unrelated industries can suddenly depend on each other for survival.
A competitor today can become tomorrow' s ally. It's about recognizing the power of tailored communications in reaching people and influencing action. It's about being proactive instead of reactive, tenacious instead of lax, and precise rather than nebulous. As you now understand, this paradigm is an integration of what we have learned from traditional brand advertising and direct mail, coupled with the awesome targeting and relationship-building powers unleashed by the digital revolution and the Internet. Here are some HTM techniques that can improve our odds in a marketing environment filling with more clutter every day.