Is this the end of direct marketing?
So, in the same week it was revealed that the International Direct Marketing Fair has been scrapped, industry body the DMA (UK) has taken an axe to its structure. Combined with falling direct mail volumes, and slashed spend , you could be forgiven for thinking, in the words of Jim Morrison, that 'this is the end'.
But sorry to disappoint Daily Mail readers - this is just the beginning. The fact is that direct marketing is now mainstream; what was once a cottage industry has grown into a £14bn sector - it would be easier to find a Colchian Dragon than a company which doesn't embrace direct techniques.
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As ever, the problem lies in how the industry promotes itself.
Now, the DMA is often the target for much of this vitriol. The argument goes something like this: as the industry trade body it has been too slow to react to change.
Years ago, the so-called enemy of direct marketing was adland. The 'luvvies' commanded more respect, had the ear of the chairman and the gift of the gab. These days it is digital that is on the march.
But the question remains: if, a decade down the line, all marketing is personal - and there are few who would argue against that outcome - who will be running the show?
Allied to traditional media, the rise of digital should technically put direct marketers in a strong position. But far too many people still equate direct marketing with direct mail and not digital. The IPA's recent Bellwether Report spelt doom and gloom for 'direct marketing' but was actually reflecting the fall in mailings.
Ultimately, it will be up to the industry whether it is prepared to lead the way, and prove that digital is a direct discipline. It seems that, even after all these years, direct marketing is still facing a crisis of confidence...
Charlie McKelvey, editor of Precision Marketing
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