Letter: Misunderstood Marketers

Share this content:
Ruth P. Stevens' column ("Predictive Modeling and Marital Strife," Dec. 17) points out the quandary that many of us share.


As professionals, we know that our work and expertise make a valuable economic impact. But it sounds vaguely illegitimate to the uninitiated.


When asked what I do by a non-DMer, my stock answer is, "I eliminate junk mail." After all, that's what it's all about. An offer placed at the right time to the right prospect isn't perceived as junk. It is a valuable and timely communication.


So what we really do is use these vast repositories of information in appropriate, and non-invasive, ways to help identify the majority of prospects who are not the right targets for any particular message.


The bottom line is that Stevens is right. We don't get very good press on this point.


Dave Clark, Chief leverage officer, LCI Solutions, Des Plaines, IL


dclark@lcisol.com



close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above