Direct Marketing Association Leader Speaks Out in OnDemandJournal Interview
Press release from the issuing company
December 13, 2004 -- Lexington, KY. The art and science of direct marketing is becoming an increasingly popular business tool around the world because no other marketing tool enables a seller to measure the effectiveness of his efforts with such refinement and in such detail. And with all the media options available, the most popular and widely used category of direct marketing is still direct mail marketing. OnDemandJournal.com contributing columnist Barbara Pellow, seeking to learn more about the role of print in the future of direct marketing, interviewed John A. Greco, Jr., President and Chief Executive Officer of the Direct Marketing Association since August 16, 2004, in an exclusive OnDemandJournal interview published today.
In the interview, Greco says, “My view is that print direct marketing solutions are here to stay. The key for marketers is to blend an array of media and offer the right mix to effectively reach the prospective buyer...Communication across various channels actually becomes a force multiplier in overall communications.”
Greco emphasized the importance of one-to-one communications that offer relevant information to recipients yet do not invade their privacy, saying, “For custom communications to work, the content and imagery needs to be relevant to the recipient.”
While Greco cautioned printers to keep in mind the importance of developing programs that are built around a measurable ROI, he was bullish overall on the future of direct mail, projecting a 5.7% increase in both B-to-B and B-to-C direct mail markets.
To read the full interview:
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