The world’s moving in our direction.
It strikes me that one of the best things a forum like this can do is to promote the aspects of creativity that direct marketing is best at – the conversational, the tactile and tangible, the offer-led, the personalised, the charming. Where we’ve sometimes fallen down in the past is to act like advertising’s poor cousin – and over-value work that has advertising values. That’s why, for instance, Campaign Direct has tended to award poster campaigns with a response medium on the bottom rather than ‘real’ direct marketing.
The good news is, the world’s coming with us. Social marketing is a conversation medium, not an advertising one. Same with email, face-to-face, etc. Let’s be proud of having won the argument, and stop being envious of people who drive Porsches.
