UKNM: RE: The Institute of Direct Marketing

[John Braithwaite]

Hi Ruth


How about a discussion of this: now that most of the business world realise

that the Internet really is going to be something after all, discuss how

institutions, journalists and companies have jumped on the bandwagon and

realised that, if they're not careful, they'll be left behind. They include

themselves and claim that they had a strategy all along and they were

waiting for the right moment to join.... but all along they thought (hoped?)

that it would fail or go away.


The subject is not directed at the IDM, although they did take some time to

realise, but from reading an article in a Catalogue & eBusiness (used to be

just called 'Catalogue', wonder why it changed it's name?) which basically

had an old duffer from the States waffling on about how eBusinesses have all

got flawed business models and catalogue companies, who were (of course ;-)

the pioneers of direct marketing organisations will succeed because they

know best. Hmmm... being a company doing both I know that the catalogue

business model has to be fundamentally changed for the net.


Sorry you don't like irony or humour, but that is all a part of this list

and the Internet in general.


John B


P.S. Is an e-creative and e-visionary? Or is it just another e-title to add

to the growing e-list?



Hi


I work with the Institute of Direct Marketing and joined this discussion

group having read about it in New Media Age.  Humour, irony and cussing

aside I must say that I have found parting with my e-mail address on this

occassion worthwhile.


It seems so far that the IDM and the contributors to this group are in

agreement about the importance of targeting propects and managing customer

relations for retention purposes with a solid database supporting all

marketing activity.  After all these are the core principles of direct

marketing and they are proving to be ever more important as business

operations move online.


[Sam says: msg chopped]



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