The Evolution of Direct Digital Marketing

Bryce MarshallDirect digital marketing is specifically about addressability. It’s what makes it “direct.” Two years ago, this was identified as the email address, the mobile phone number, and the web browser cookie. While that description still holds true today, the context around those addressable forms of marketing has changed dramatically, as has the importance of addressability itself.
Two years ago, I wrote this post defining direct digital marketing. In the time since, the consumer, the market, and the technology landscape has changed dramatically. For instance, two years ago the Android OS had zero market share and tablets had not yet hit the scene. Facebook had only a couple dozen million users, and Twitter was about to break out at SXSW. And online display advertising wasn’t facing scrutiny from the FCC and Congress.

While the use of social media has exploded since I first wrote about direct digital marketing, it’s important to note that the addressability found in a mobile phone number, web browser cookie, or email address DOES NOT extend to social media.

Yes, marketers can target certain users and user types through Twitter and Facebook, but these are not actually data profiles that a brand can store to a proprietary CRM database. This means that one cannot mine and manipulate the data in meaningful ways. However, there are plenty of meaningful indicators available from direct addressable email, mobile and web interactions – all highly trackable – which can add a wealth of context (identifying which customers are active in social media and which are prone to influence their friends and peers), or provide advocacy and endorsement of your brand. In this sense, direct digital marketing allows marketers to strike the match which their socially connected customers then use to light the fuse to the powder keg.

Also, think about the maturity that many brands have gained in the last 24 months, recognizing the need to gracefully, efficiently support consumers’ cross-channel research and shopping habits. In this context the centralization of a profile database that can provide addressable direct digital marketing to customers and prospects is a core requirement. Marketers who are motivated to deliver more relevant marketing communications to the right customer through the right channel are learning that silo’d data and content repositories hamper effectiveness.

These are just some of the scenarios in which the addressability of direct digital marketing – and the advantages of consolidating these capabilities – take on even more meaning and relevance in two years’ time. And this is really just scratching the surface. I would love to hear of more examples from our readers! Email me your thoughts and examples and I can provide a follow-up post with further discussion and examples.

8 Trackbacks/Pingbacks

  1. […] Direct digital marketing for your business. Direct digital marketing is evolving beyond the e-mail address, the mobile phone number and the Web browser cookie. Today, you can use trackable data to identify your most influential customers within the new context of social media to “light the fuse to the powder keg.” What does the future hold for direct digital marketing and how can you best prepare your business for what lies ahead? The Lunch Pail […]

  2. […] Direct digital marketing for your business. Direct digital marketing is evolving beyond the e-mail address, the mobile phone number and the Web browser cookie. Today, you can use trackable data to identify your most influential customers within the new context of social media to “light the fuse to the powder keg.” What does the future hold for direct digital marketing and how can you best prepare your business for what lies ahead? The Lunch Pail […]

  3. […] Direct digital marketing for your business. Direct digital marketing is evolving beyond the e-mail address, the mobile phone number and the Web browser cookie. Today, you can use trackable data to identify your most influential customers within the new context of social media to “light the fuse to the powder keg.” What does the future hold for direct digital marketing and how can you best prepare your business for what lies ahead? The Lunch Pail […]

  4. […] Direct digital marketing for your business. Direct digital marketing is evolving beyond the e-mail address, the mobile phone number and the Web browser cookie. Today, you can use trackable data to identify your most influential customers within the new context of social media to “light the fuse to the powder keg.” What does the future hold for direct digital marketing and how can you best prepare your business for what lies ahead? The Lunch Pail […]

  5. […] Direct digital marketing for your business. Direct digital marketing is evolving beyond the e-mail address, the mobile phone number and the Web browser cookie. Today, you can use trackable data to identify your most influential customers within the new context of social media to “light the fuse to the powder keg.” What does the future hold for direct digital marketing and how can you best prepare your business for what lies ahead? The Lunch Pail […]

  6. […] Direct digital marketing for your business. Direct digital marketing is evolving beyond the e-mail address, the mobile phone number and the Web browser cookie. Today, you can use trackable data to identify your most influential customers within the new context of social media to “light the fuse to the powder keg.” What does the future hold for direct digital marketing and how can you best prepare your business for what lies ahead? The Lunch Pail […]

  7. […] Direct digital marketing for your business. Direct digital marketing is evolving beyond the e-mail address, the mobile phone number and the Web browser cookie. Today, you can use trackable data to identify your most influential customers within the new context of social media to “light the fuse to the powder keg.” What does the future hold for direct digital marketing and how can you best prepare your business for what lies ahead? The Lunch Pail […]

  8. […] Direct digital marketing for your business. Direct digital marketing is evolving beyond the e-mail address, the mobile phone number and the Web browser cookie. Today, you can use trackable data to identify your most influential customers within the new context of social media to “light the fuse to the powder keg.” What does the future hold for direct digital marketing and how can you best prepare your business for what lies ahead? The Lunch Pail […]

%d bloggers like this: