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You are here: Home » The RSS Marketing Diary » RSS Marketing » Direct Marketers Not Getting Direct Marketing January 17, 2007 Direct Marketers Not Getting Direct Marketing There's a very good comment on my yesterday's article on marketers not getting RSS marketing at the Jeff Barr blog: "problem with rod?s argument. the direct marketing world didn?t adopt its own lessons. at least RSS is permission based." James, as I responded on Jeff's blog, there are several answers to your comment: 1. Smart e-mailers have learned permission marketing long ago. The same goes for direct mail. The age-old paradigm in direct marketing still stands ?> your list is your most valuable asset. Permission based of course. 2. But you are correct, there are many many rotten apples out there that do not adhere to DM best practices ? and hurt both the market, the consumer and the DM industry. 3. Of course, several DM tools, such as DRTV, are still intrussive. But so is every form of advertising, more or less. The simple problem is you can't grow your business quickly without a first point of contact with the consumer, and that's what advertising does for you. Not true for all businesses, but not every business in the world can be a "Purple Cow", as Seth Godin would put it. But in essence, permission marketing has been a DM best practice for decades, perhaps even centuries. It's just that some people always like to cut corners. But that's not a DM issue, but a people issue. Another good comment at the Search Engine Guide. Jennifer is right. Applying DM best practices to RSS marketing is common sense. One just has to wonder why this is so often forgoten when new channels are being established as marketing tools.
Comments
all agreed. just after we started the firm a guy that had spent years building up a database of contacts on the eastern seaboard offered to give it to us for free. i had to politely decline, because i knew for sure the people on the list had not signed up to a relationship with is, but with him. feel free to call me a dunderhead, but its how we live - if people are interested in what we're doing they will come, and tell their friends to come, and so on. Post a comment
Related Articles [July 25, 2005] [July 11, 2005] [July 4, 2005] [June 20, 2005] [June 9, 2005] [June 7, 2005] [June 2, 2005] [May 15, 2005] [May 3, 2005] [April 18, 2005] |
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