Mar 2, 2010

Digital Direct Marketing Principles

I spent last two days making enemies around the world.

My first target was an Advertising Age article about digital advertising which wondered why traditional advertising agencies get it wrong.

Another casualty of my hate crime was an advertising agency new business blog that published a survey saying, in the future agencies need to know how to use more "pull interactions."

Seriously, what's wrong with these people?

When will the day come when they admit that interactive, relationship, digital, viral, social media, online and search marketing are just accelerated direct marketing?

Instead of wandering in the dark looking for answers on how to get people respond to advertising, why not study professionals who have made interactive marketing a science – over 60 years ago? It's all documented in hundreds of books, videos and seminars.

Yes, I'm talking about the notorious direct marketers. They are the ones who have practised the art of persuasion with scientific methods for decades to learn what works. Direct marketers know how to make people buy. They know how get people respond to advertising on every media whether it's print, TV, radio, mobile, internet or even outdoor.

My life – and I hope yours too – became a lot easier when I accepted the fact that human nature hasn't changed dramatically after the internet became popular about 15 years ago.

Why on earth marketing people run around like turkeys before Thanksgiving Day yelling how it is the end of the world? And how everything you know about consumers doesn't work any more?

I don't know about you, but here are three digital direct marketing principles I have found still work. Beware, they were invented before the year 1995.

Digital direct marketing principles:

  • Is it clear?
  • Is it personal?
  • Does it sell?

“It took millions of years for man’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.”

–Bill Bernbach
(1911-1982)

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