MindWorks Marketing Communications

One of Direct Marketing (DM) key benefits is its measurability. Marketers know whether the campaign has been a success or failure very quickly – almost instantly for some online campaigns – by measuring the ROI. In most cases the key measurability of DM is sales - did the revenue generate a profit after costs. However there is a growing acceptance that as markets become more cluttered and consumers more targeted other metrics need to be considered when determining campaign success or failure. The challenge for marketers is to broaden their view beyond measuring just the ROI on each and every DM campaign. A number of scenarios may exist which drive marketing decisions to only focus on ROI: Marketers are focused on the virtue of their products and the reasons why they believe the product will benefit prospects Marketers are pressured in today’s market to strive for short-term goals ie sales Marketers may view the fact that product has been previously purchased suggests ‘it will again’ an

When Drayton Bird, David Ogilvy and Bob Stone started to talk about direct marketing would they have imagined an employee writing a 140 characters in a social network could help a company connect with millions of people – instantly. And that a lone consumer with a video camera and a sleeping ‘cable guy’ could turn public opinion away from one of the worlds biggest communications companies – in the comfort of the consumers living room? So who is using what? Twitter’s traffic has grown tremendously in the past year, but how many people are actively using the service versus casually passing by? According to the latest research from eMarketer, that number will be at around 18 million by the end of 2009. eMarketer considers “users” as people who access Twitter via any platform – Web, client, mobile or otherwise – at least once per month. The study was also US-only, and the research firm calls its estimates “conservative” in light of other stats that show Twitter has a high abandonment