Direct-to-Customer Commerce


Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

Is there nothing new under the sun?

Not as much as people think.

Chief Marketer published an article this week, entitled “The Accountability Opportunity.” The premise of the article is that marketing operations need to be held accountable for their efforts. Rather than simply measure output — press releases, events held, advertising placed, etc. — marketers need to produce measureable results.

While this is certainly a concept I heartily endorse, I continue to be impressed by the number of people who view this as something new.

The entire premise of the direct marketing industry is the measurability of results. People who come to a store, visit a web site, buy a product. Something that can be measured.

The general marketing community needs to get over itself and take a look at what the direct marketing community has been doing for a hundred years.

Learn what’s already being done.

You don’t have to reinvent the wheel.

This is not new.

You get my drift.


Filed under: Direct Commerce, Uncategorized

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