Wednesday July 30th 2008

Not long ago the direct marketers, the direct marketing agencies and the direct marketing trade associations could claim they were the true faith of marketing effectiveness. Their claim to divine holiness was that they were the purest form of marketing effectiveness. Not any more folks.

They claimed they alone could relate input to output and hence "owned"  he holy grail of marketing effectiveness. Now, the combination of technology and the internet has made us all direct marketers.

It's now clear to all except those in marketing denial. Coupon clipping, direct mail responses, letter writing, phone calls & click through, no longer "own" the marketing response metrics.

The evidence points clearly to the fact that digital technology and internet research now make every advertising expression "measurable", from traditional TV and newspapers via mobile communications, through to embedded messages in game play and third world applications and lots more.

As with all developments and evolutions there are the doubters who believe these new approaches are but flash in the pan notions and others who appreciate the possibilities but reject the current methods. Both are out of touch with the new reality

The initial and fast growing mountain of evidence now available through any business and agency that embraces digital technology proves conclusively that there are real winners emerging among those who embrace marketing measurement as a permanent feature of the marketing landscape.

The strongest evidence of this sea change is the small but increasing number of procurement and financial management now embracing marketing ROI.

I am neither the best equipped, nor is this column best placed to identify the many examples. But for those who wish to know more and see the evidence, drop me a note and I will happily make the connections with the new direct marketing effectiveness experts.