10 Brands That Illustrate the New "Direct" Marketing

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The distinction between direct marketing and other marketing is dated, and these businesses are proving it.

In the not-so-distant-past, branding and mass marketing tactics were substantially different from their direct marketing counterparts. Now—given the advances in technology, constant connectivity, and increasing power concentrated in the hands of consumers—marketers have systematically altered their brand and mass marketing approaches in ways that would traditionally fit the direct marketing model.

This isn't exactly novel. Brands have grown increasingly adept at targeting and engaging with their customers on a hyperpersonalized, one-to-one basis. However, some marketers maintain the distinction that direct marketing and other forms of marketing remain fundamentally separate. I'm not convinced that this line of thinking is sustainable in the current business climate, and have collected several Direct Marketing News case studies on successful brands that prove it.

If the notion that all marketing is direct hasn't caught on yet—and it really should have by now—then the superlative efforts of these brands should help to drive the point home. Let these campaigns function as guidelines to help realize the customer-centric ideal of contemporary “direct” marketing.

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