7 Keys to Marketing Genius: Saturation?
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
I sometimes tell my students that direct marketing is oversaturated. There is too much of what passes for direct marketing such as mailings, e-mail and telemarketing. However, since most of these efforts are not based on knowledge about the prospect, they are actually another form of mass marketing. True direct marketing has knowledge about the recipients and is providing relevant customized information they will likely embrace. People welcome marketing material that meets their time and convenience needs and makes life easier. What is needed is more genuine direct marketing, and less of what passes for direct marketing, but is actually a nuisance.