Re: UKNM: Re: Institute of Direct Marketing

[will rowan]

Mario,


> "When everything in the world of new media is so new, and case studies are

so

> few and far between, how CAN there be a course?"


It wasn't easy to start with - but very quickly you come to appreciate how

steep

everybody's learning curve is. We've all been on it. When you're working

with

this 'stuff' every day you forget how much you have already learnt.


As new media moves from margin to mainstream, more new people start working

with

it, and ask the same 'old' questions. Look at the number of times that

'search

engine listings' hits this list - about once a month I'd guess. A public

training course can help newcomers move up the learning curve more quickly,

and

show them the direction in which developments are headed.


Courses tailored to specific company needs can move thinking  within an

organisation very quickly because there's far less baggage than in other

areas -

the whole agenda is new.


Yeah, roll on interactive tv - not the interim technology we have today

that's

only half a step away from linear broadcast programming, but personal

programming on demand.


Direct marketers have some of the skills needed for online marketing -

acquiring

& managing customer information for lifetime profit, for example - but many

of

skills are entirely new, and, as you say, are being invented by doing, every

day.


Will

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