Got a crystal ball on your desk? Nah, neither do we.
But that won't stop us from peering into the future. Welcome to DM Outlook 2008, Direct's look at the current state of the direct marketing world and what's on the horizon for the new year.
We're happy to report that the news is good. As you'll read in Richard H. Levey's story on the recent Veronis Suhler Stevenson communications industry forecast, there have been recent DM gains fueled not only by e-mail and mobile marketing, but DRTV as well. And, there has even been modest growth in the “old fashioned” media of direct mail and telemarketing. (Remember them?)
Still, the big hubbub is online. Marketers in all the various sectors we interviewed said they're exploring the social media landscape. It's all part of an effort by DMers to be where their customers are, when their customers are ready to engage.
Jo Sullivan of the ASPCA gives her take on why marketers need to let their audience take the reins online, while Theresa Kushner of Cisco discusses her evolving audience dynamic. Plus, we've got Michael Klazema's insight on DYMO's Web initiatives, and Deborah Radcliffe tells how Pfizer is talking to patients with a variety of media.
And, Ruth Stevens, Grant Johnson and Bill Nussey share what they see as the biggest trends for 2008 in B-to-B, creative and e-mail marketing, respectively.
Is it too early to toast the new year? If you're a direct marketer, the future is indeed now.
