UKNM: RE: IDM

[John Braithwaite]

Ruth,


As said in my email - it was not directed at IDM in particular as although

you were later than some to catch on, you are trying to actively support the

Internet and have a greater understanding of the way that it functions.


My comments were really more of a frustration with the way that many

perceive the Internet when coming from a traditional business (especially

direct marketing). One of many examples of the difference between the two is

illustrated by this: Amazon were 'found out'  and roundly criticised for

offering better prices on books to people who have not used their service

before. Online this was a big mistake as it annoyed their 'loyal' customers

to think that they were getting worse prices than the 'newbies'. Offline

this is a normal, every-day, direct marketing recruitment technique.


The truth is that there are many people out there (and on this list) that

are desperately trying to control and 'box' the Internet and their customers

- whereas they will only 'win' if they let the market, customers and the

Internet form them. This is the biggest difference and something that a lot

of people in the Internet talk about, but few really understand.


The challenge to direct marketing organisations is that the Internet will

become the MAIN method of direct marketing within the next three years (why

wait for a catalogue or pay for a magazine?) - BUT these organisations will

have to undergo radical change for success through this medium. Alas, some

will be left along the way, wondering where all their catalogue sales went

and why no-one visits their site.


Cheers


John



Date: Mon, 25 Sep 2000 08:50:35 GMT

From: "Ruth Stone" <

ruthstoneukhotmail [dot] com

>

Subject: Re: UKNM: RE: The Institute of Direct Marketing


John


Thanks for your comments.


I Hope you didn't think I had a humour by-pass, I simply meant that in

additon to the general joviliaty of the cyberchat there is useful comment

and advise coming through as well.


Further, the IDM from the outset have recognised the power of the new media

and embraced it whole heartedly.  The problem, to an extent,  has been

convincing certain factions of the direct marketing community themselves

that:


(a) the internet will re-invent marketing - both on and off line

(b) the IDM are delivering courses and services to guide direct marketing

and other business professionals to understand how


Perhaps the other professional associations representing the industries you

mentioned have suffered the same.


Ruth



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