DM Days NY focuses on the customer experience

Share this article:

Understanding each customer and communicating offers on their terms was the theme of the Direct Marketing Association's DM Days show in New York last week.

DMA president John Greco spoke of direct marketing as a tradition in transi­tion. Ted Leonsis, vice chairman emeritus of AOL and chairman of Clearspring Tech­nologies, said that in addition to fragmenta­tion in media audiences and the US's lag in the economy and in new media adoption, the challenge was putting trust first.

“Consumers can smell inauthenticity a mile away, and the worst thing you can be perceived as is to be tricky,” Leonsis said.

One way to get consumer trust, noted David Sable, vice-chairman and COO of Wunderman, is to introduce cause mar­keting elements to campaigns. He likened cause-related marketing to another CRM, customer relationship management.

Other sessions focused on better user experience. Oliver Chaine, founder and CEO of Magnify360, pointed out that site owners need to cater to many dif­ferent kinds of customers. By delivering a personalized experience and engaging customers, businesses will increase their conversion rates, Chaine said.

This lesson applies beyond merely digi­tal efforts — all media is improved with customization, Leonsis said.

“It's not ‘new' media any more, it's ‘the' media, and it's not multichannel — every­thing is digital, and print supports what you're trying in the Web 2.0 world,” he said. “This growth is not going to stop.”

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Yo-ho, Yo-ho! An Automated Life for Me [Infographic]

Yo-ho, Yo-ho! An Automated Life for Me [Infographic]

Increased productivity is the real Hook for marketing automation.

Russ Klein Tapped to Head American Marketing Association

Russ Klein Tapped to Head American Marketing Association

The former Burger King and 7-Eleven CMO takes over as the organization looks to expand globally.

Publicis Launches New Digital Agency

Publicis Launches New Digital Agency

Roar, an amalgam of top digital talent from across Publicis Groupe, will be led by Zenith OptiMedia veteran Sean Reardon.