Mass marketers are beginning to talk like direct marketers. A case in point is Procter & Gamble. Jim Stengel, marketing chief at P&G, told the advertising industry in February that a sweeping replacement of existing forms of mass marketing by permission-based marketing was imperative, and the sooner the better. In a speech at the American Association of Advertising Agencies Media Conference, Stengel noted that P&G’s former CEO Edwin Artzt had called for this shift a decade ago. But little has changed, which is why Stengel graded mass marketing today as no better than a C-minus.
Old Hat to DMers
While new to mass marketers, permission marketing, or opt-in as it’s sometimes called, is old hat to DMers. Yet, despite a convergence of viewpoints between mass and direct marketers
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