Marketing Direct is an easy to understand, practical road map and guide to help marketers make effective use of direct marketing to break through the marketing clutter that is overwhelming both our digital and non- digital worlds. The consumer has gone from being exposed to less than 500 messages per day in the 70s to, by some estimates, more than 5,000 messages a day today. Marketing Direct is the seminal "how-to book for the digital age" that will guide you through a step-by-step process of planning and launching direct marketing programs in both digital and other media that will break through this avalanche of content. It addresses planning, creative, database marketing, circulation planning and media buying, production, fulfillment, testing, analytics and direct marketing mathematics. And, it reviews the application of direct marketing for lead generation and direct sales in all media channels including digital, print, broadcast, direct mail and catalog.
Marketing Direct covers everything from traditional direct marketing strategies through using direct marketing in social and mobile digital media. It offers valuable tips that will help you create more effective and measurable advertising programs. It's designed to help businesses grow and prosper in a digital, 'always on' marketing environment. Bottom line, it presents tried and tested direct marketing strategies that will help you attract more customers, generate more leads, drive more traffic and get a better return on your promotional investments.
A word about the author and DWS Associates. Dudley Stevenson is a marketing professional who has specialized in direct marketing for more than 35 years. DWS Associates has helped startups and Fortune 500 companies implement successful direct marketing programs across a wide range of industries including some of the best known companies in the U.S.: IBM, Sony, Neiman Marcus, Fingerhut, Marshall Fields, UNICEF, Mrs. Fields, Patagonia, Man launching successful cross-channel integrated direct marketing programs. He and the DWS Associates team are "hands-on" direct marketers who had been there and done that, from developing the creative concepts to managing the financials and operations of the business.una Loa, Green Mountain Coffee,
MicroAge, the University of Maryland, Laureate and many more. Be it mail, print, broadcast, telephone or digital media channels he and the DWS Associates team have been instrumental i
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