*DM to Lead Data Technology Charge, DMDNY Speaker Says

Share this article:
NEW YORK -- As the business world moves increasingly toward data collection and personalized goods and services, the head of a San Francisco-based technology forecasting firm yesterday called on direct marketers to take a leading role in that transformation.

"We are heading for a huge explosion of data, and we need leaders to help us analyze this data," James Canton, president of the Institute for Global Futures, said at the opening luncheon of the DM Days New York conference. Direct marketers, who already understand the convergence of people and data, stand poised to become those "gateway leaders," he said.

"You can put together markets that don't yet exist for products that have not been built," Canton said. "Direct marketing is being propelled by the future of e-business." He said the time will soon come when a company will go to a direct marketing firm and ask for the e-mail addresses of every U.S. architect to help determine their interest in a construction product that has not been designed yet.

"Are you ready to meet that challenge? That's the question," he said. Canton advocated the importance of developing e-direct marketing strategies to prepare for the future. He defined e-direct marketing as real-time, one-to-one consumer intelligence platforms and online deep personalization.

The emergence of e-businesses is causing four major power shifts of which marketers need to be aware, Canton said: from physical power to virtual, from seller to buyer, from mass to personalized, and from human to machine.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

De Quinto Tapped as Coke's Next CMO

De Quinto Tapped as Coke's Next CMO

The president of the company's Iberia Business Unit will take over from Joe Tripodi upon his retirement in February.

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.

Big, Bold Moves in the C-Suite

Big, Bold Moves in the C-Suite ...

JCPenney appoints Home Depot's Marvin Ellison as CEO; Harte Hanks and JWT add hitting power to their C-level benches