DMD Speaker Touts Electronic Media Over Direct Mail

Share this content:
NEW YORK -- Direct marketers can't live with a 2 percent response rate in the digital age, according to the DMD New York Marketing Conference luncheon speaker here yesterday at Jacob K. Javits Convention Center.

"While I compliment direct marketers for what you're doing now, I urge you to move further into the Internet," said Peter Sealey, former executive vice president of marketing at Coca-Cola Co. "To the extent you can, move to electronic form."

E-mail is better than direct mail in terms of campaign time, cost and response, he said. However, he did not say how much paper mail he thought direct marketers could eliminate in favor of electronic media.

Even so, Sealey began his talk complimenting direct marketers for their use of measurable campaigns.

He then discussed the advent of the UPC code in the 1970s and how it transformed retailing by allowing retailers to collect valuable information about sales.

He also spoke about the ISCI (industry standard coding system) that was released in the 1970s to track television advertising.

Sealey said a "super ISCI" will be released next month by advertising trade groups Association of National Advertisers and American Association of Advertising Agencies. He said it will do for advertising what the UPC did for retailing by allowing advertisers to track and measure television, Internet, cable, radio, cell phone and other types of ads through a digital coding system. Though he did not elaborate on how the system would work, he asked direct marketers to learn more about it when it launches in July.


Next Article in Marketing Strategy

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