While mobile marketing continues to be a hot topic of debate around the Lunch Pail, the term direct digital marketing is picking up adoption momentum, too. I mentioned some general trends in both mobile and direct digital marketing in a recent post, but the actual term - direct digital marketing - is starting to catch on in the online marketer's vernacular ever since we originally defined it here back in January.At this writing, no less than five dictionaries have published the definition. As a refresher, here is what direct digital marketing is:
“Direct digital marketing is digital marketing method that is addressable—meaning you can identify the recipient of the marketing message being distributed. Traditional direct marketing is achieved using a customer’s postal address and sending physical paper mail, such as a flyer or brochure. With the evolution of direct marketing to direct digital marketing, addressability comes in a variety of digital forms including an email address, a Web browser cookie, or a mobile phone number.”
You can read the definition online, too. Check out Wordie.org, Webopedia, Internet Marketing Dictionary, Definition-of.com, and Quirk’s Marketing Research Dictionary (login required).
On a day where Forrester Research’s Lisa Bradner published a report (subscription required) citing deep cuts in marketing budgets across the board, the time for marketers to be effective and efficient has never been more important. As we head into a relaxing holiday with picnics, fun, and family, remember when we return to work on Monday that we – the entire group of direct digital marketers – do what we can to advance our industry. Innovation is soaring right now as software companies strive to provide cost-effective and sophisticated tools that satisfy the growing needs of marketers, even as their budgets shrink. By being smart solution buyers, the entire industry benefits.
Have a safe and happy Fourth of July, everyone.
