Reinventing Interactive and Direct Marketing

Overview

Attract New Customers and Exceed Revenue Goals with iDirect Marketing!

“A simple concept ties this incredibly useful book together. Every marketer now is an iDirect marketer. You ignore this concept, and this book, at your own peril.”
Al Ries, author of War in the Boardroom

“How do you get your brand heard, trusted, and remembered? The answer is in the confluence of digital and direct to form a torrent of minimal cost/maximal result opportunities. Rapp’s vision of an iDirect future and the insights of the book’s contributors put marketing supremacy in your grasp.”
Tim Suther, SVP, Acxiom Global Multichannel Marketing Services

“The internet brings about the reinvention of everything. Now it is marketing’s turn. Rapp compiles the best thinking on a future with low-cost and no-cost connections between products and consumers. Essential reading for marketers.”
Chris Anderson, author of The Long Tail

“Direct marketing is interactive, and interactive marketing is direct. With an ‘iDirect’ mindset, digital platforms and innovative analytics impact the data-driven, online, offline, lead-generating, customer-retaining, multichannel direct marketing process. Rapp’s vision for reinventing marketing is a wake-up call for CMOs to think and act differently in a profoundly changed world.”
John Greco, President and CEO, Direct Marketing Association

“It’s increasingly important to rely on an agency for accountable iDirect solutions. The advertising agency of the future must be adept at reinventing yesterday’s interactive, direct and branding. Rapp’s cohort of experts show the way in this book.”
Michael McCathren, Chick-fil-A Conversation Catalyst

About the Book

Reinventing Interactive and Direct Marketing focuses on how to benefit from a fundamental truth about marketing in the digital era. Interactive Marketing is direct. Direct Marketing is interactive. What has been seen mistakenly as separate disciplines actually are one and the same. Every marketer now is an interactive direct marketer.

To help you profit from this new reality, Stan Rapp introduces a new paradigm—iDirect— the 21st-century growth engine at the intersection of digital technologies and direct marketing practices. The gap between what you once took for granted and the iDirect Marketing future is so vast that a team of thought leaders is needed to deal with it. No one person has all the answers.

In this book, Rapp brings together marketing luminaries with a variety of perspectives that will open your eyes to astonishing, new opportunities. It contains surprising insights from the top minds in direct marketing, including:

• John Greco, President of the Direct Marketing Association: How to Market Directly or Be Left Behind
• Professor Don Shultz, PhD, Northwestern University: Media Allocation for a Mass Networking Landscape
• Lucas Donat, President, Donat/Wald: ROIpositive Advertising via TV and Print for the iDirect Marketer
• Mike Caccavale, Founder and CEO, Pluris Marketing: Instant Delivery of Thousands of Individualized Messages
• Michael Becker, VP Mobile Strategies, iLoop Mobile: Hold the Consumer in the Palm of Your Hand with Mobile
• Melissa Read, PhD, Vice President of Research and Innovation, Engauge: The Psychology of Motivating Desired Behavior On- and Offline
• Tim Suther, Acxiom SVP Global Multichannel Marketing Services: Releasing the Full Power of iDirect Fundamentals

  Table of contents

  Foreword Rick Milenthal, CEO, Engauge
  What Is iDirect Marketing?
  Introduction Stan Rapp, Chairman, Engauge
  Chapter 1: Time for Marketing to Really Get Direct about Creating Value
  John Greco, President and CEO, Direct Marketing Association
  
  
  Chapter 2: Perplexing New Realities Marketers Face Today
  Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding
  
  
  Chapter 3: Media Allocation for a Mass Networking Era
  
  Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University
  
  
  Chapter 4: Direct Goes Emotional with New iDTV Advertising
  Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency
  
  
  Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement
  Michael Caccavale, Founder and CEO, Pluris Marketing
  
  
  Chapter 6: SEM and SEO: Core Drivers of iDirect Success
  
  David Hughes, CEO, The Search Agency
  
  
  Chapter 7: Mobile: Holding iDirect in the Palm of Your Customer’s Hand
  Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing
  
  
  Chapter 8: Using Psychology to Drive Digital Behavior
  Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge
  
  
  Chapter 9: E-Mail Life Support at Home and the Office
  Jeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day
  
  
  Chapter 10: Conversation: What Matters Most for Marketers Now
  Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon
  
  
  Chapter 11: iDirect Marketing at Best Buy for Business
  Janet Rubio, Chief Insights Officer, Engauge
  
  
  Chapter 12: iBrands: The New Face of the Consumer
  Michael McCathren, Conversation Catalyst, Chick-fil-A, Inc.
  
  
  Chapter 13: The Keys to iDirect Marketing Success
  Tim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom
  
  
  Appendix
  Index
  Meet the Authors
  About DMA
  About Engauge
  About Stan Rapp

  Biographical note

  Stan Rapp is Chairman of Engauge, a pioneering
  customer engagement agency founded
  three years ago with private equity partner
  Halyard Capital. He is coauthor of six books,
  including the international best-seller Maxi-
  Marketing. Advertising Age included him as
  one of the 101 individuals who shaped advertising
  in the 20th century. Rapp, over a 30-year
  period, served as CEO of two agencies that
  now generate combined revenues of one billion
  dollars. Rapp is a member of the DMA
  Hall of Fame.