Editorial: Where to Go From Here?
Some marketers will learn to adapt and come up with partnerships and affinity programs to continue to grow their businesses, though the overall industry surely will shrink. However, if telemarketing is truly on the verge of disappearing, why do companies play right into the privacy people's hands? Two weeks ago, DM News wrote about Castel's DirectQuest software and its ability to transmit caller-ID information. Also hyped was Castel's immunity to the TeleZapper, though it says the technology is not to bother consumers but to make calls less intrusive by revealing the identity of the company calling.
Marketers say they don't want to call people who don't want to be called. They need to take a page from the one-to-one mindset and know more about the relationship before they make their calls. Spending $40 on a piece of equipment should be more than enough of a signal that someone doesn't want to be disturbed.
Proximity's Clean Sweep
They're obviously doing things right in Spain these days. CP Comunicacion Proximity has achieved a marketing milestone: Not only did it win the Diamond Echo from the Direct Marketing Association for the past two years, but it also took home last week's top Caples award . Judges continue to remark on the risks that international agencies are taking, and the results are backing them up. Proximity CEO Pablo Alzugaray and his staff deserve a round of applause. Hey, U.S. agencies, someone has stolen your place in the spotlight. What's it going to take to get it back?