Modern consumers are Web-savvy, mobile-loving people who typically spend more time online than reading magazines and watching TV. These changes in behavior are fundamentally changing the face of marketing – and in ways that are bringing about the convergence of direct marketing and mass marketing. For example, if you are a direct marketing professional executing targeted email campaigns and mobile marketing strategies, you are likely bumping up against mass-marketing campaigns. Why? Because like you, mass marketers are investing more in online ads than ever before – at the expense of TV commercials and print ads.
Why are both sides of the marketing ecosystem coming together in the digital world? Because consumer behaviors and expectations have radically changed in recent years – and in ways that blur the lines between direct and mass marketing. Regardless of what side of the “marketing house” you work for, if you want to reach today’s consumers, you must meet them where they like to play – on the Internet, through their mobile devices and on social media sites. At the same time, you need to find ways to personalize messages, tailor offers and engage customers in interactive dialogues that build trust and drive loyalty. This requires sophisticated marketing automation technologies that leverage customer intelligence, optimize interactions across channels, and monitor and respond to changes in customer behaviors.
