In an average city on an average day, the average
citizen runs into some 5,000 marketing messages.
The volume is astonishing—and daunting. With each and
every consumer taking in five messages per minute—from
traditional marketing channels as well as from the
Internet, iPods, and mobile phones—it has never been
more difficult for direct marketers to keep in touch
with their existing loyal customers.
Simply put, today’s customers are harder to get, retain,
and win back. And the task is not getting any easier:
Markets are regularly becoming more competitive, growth
curves are flattening, and it has never been more
important for businesses to find new ways to make the
best use of their existing customer portfolio for
further growth. But in the middle of this critical
challenge, the skills and science of direct marketing
seem to be trapped in the 20th century. Abstract, pdf-file
available for download. 2008
