Everyone should be a direct marketer.

I’m a proponent of direct marketing.  In fact, I think everyone should be a direct marketer. And in this current economic cycle what better time than now to be vigilant about measuring the effectiveness of every marketing dollar?

That’s the beauty of direct marketing. You can determine the efficiency of every campaign, test small before going big, and hone offers and messages to produce maximum return. Nothing wrong with demanding accountability.

Chief marketing officers are being challenged to validate their efforts, demonstrate ROI and become more integrated with the sales function in their organizations.  Using direct marketing allows everyone to become a stakeholder in the customer acquisition process.

Budgets may be shrinking for others, but direct marketers know that budget is merely a by-product of demonstrated results.  Challenge old notions and examine how your marketing efforts can be improved by using a direct marketing approach.