The Direct Marketing Difference

I have always said that it’s easier for a direct marketer to follow branding then it is for a brander to become a direct marketer. This point was nicely captured in Ted Grigg’s latest blog.

Why is this the case? Because direct marketing is counter intuitive to traditional advertising and marketing thinking where the killer idea and killer creative reside. For measurable marketers it’s about the results. And results can be improved upon in direct marketing by segmentation and testing. After we reach our goals we do more testing.

Traditional advertisers swing for the fence, whereas direct marketers are happy to move the base runners and are even more comfortable striking out — as long as we learn and can apply that knowledge to our next at bat.

It is why direct marketers are in demand. The “new” media is measurable and thus requires the thinking of direct response pros.

And it’s about time!

Grant A. Johnson

Johnson Direct LLC



About johnsondirect

A prominent measurable marketing strategist and nationally recognized thought leader, Grant serves as president and chief marketing officer for Johnson Direct, a measurable marketing communications and direct branding™ counseling firm that employs multi-channel marketing strategies that are testable and accountable. He is also a sought-after public speaker, marketing trainer, award-winning author, copywriter, and consultant.
This entry was posted in Johnson Direct, Marketing that's measurable, Observations and tagged , , , . Bookmark the permalink.

2 Responses to The Direct Marketing Difference

  1. Ted Grigg says:

    Your emphasis on testing brings up another important characteristic of the direct marketing discipline. A company that doesn’t test at every turn is not in the direct marketing business.


  2. Thanks, Ted. You are correct: those who test best are usually the most successful.


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