More Trend Spotting: Direct Digital Marketing in 2010

Josh GordonHappy New Year, Lunch Pailers! If you are taking a break between football games, thanks for stopping by. On Wednesday I unveiled the first of what I promised would be two interesting trends to evaluate and watch for in direct digital marketing for 2010. The first was the complete mobile marketing solution, rather than the one-off mobile marketing vendor capable of a loosely connected campaign structure. It is not a too good to be true scenario, rather a smart approach to mobile marketing. Marketers have the power to prevent further market fragmentation and consolidate valuable services. Seeking a partner, rather than a vendor, is the key.

What can develop in mobile marketing - limitations on vendor fragmentation - is not what has developed for websites, especially in retail. If the shift in marketing spending from acquisition to retention holds strong in 2010, the purpose-built website solutions designed to run websites and be eCommerce engines become immediately outdated and cumbersome. The kind of fluid flexibility required on the Web is not best delivered by big, overly-sophisticated tools. Marketers need elegant solution for improving the user experience and relevance of the website experience – and that is exactly what onsite targeting delivers.

Plenty of money is already tied up in myriad online acquisition techniques. Where companies are beginning to realize the greatest opportunity exists to improve sales figures is on their own website using smart, data-driven onsite targeting that rotates dynamic, relevant, and personalized content into any spot on a homepage or throughout an entire website. The rules-based onsite targeting technology is fairly straightforward, easy to use, and very accountable. Of course, it is also only as good as the data powering its content execution. If onsite targeting is 2010’s direct digital marketing trend 2a, then the data used to power it,universal profile management, is trend 2b.

Universal profile management is a concept that has received a fair share of attention in 2009. To gain a complete understanding of universal profile management – a direct digital marketing data mart designed to capture and store behavioral and known attributes of consumers – read this article from iMedia Connection. The real value of a universal profile management system is in its inclusive data capture and storage capabilities and its proximity to the content execution, specifically, it lives within the same software platform. Cutting out the need to slog data from one platform to another, or rebuild segments multiple times, is not only a time-saver, it also creates great cost efficiencies.

If you are interested in learning more about these, and other direct digital marketing trends, check out this article published by 1to1 Media. As great as 2009 was for the growth of direct digital marketing, 2010 holds tremendous promise for marketers, and consumers.

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