Synopses & Reviews
Attract New Customers and Exceed Revenue Goals with iDirect Marketing! “A simple concept ties this incredibly useful book together. Every marketer now is an iDirect marketer. You ignore this concept, and this book, at your own peril.”
Al Ries, author of War in the Boardroom
“How do you get your brand heard, trusted, and remembered? The answer is in the confluence of digital and direct to form a torrent of minimal cost/maximal result opportunities. Rapps vision of an iDirect future and the insights of the books contributors put marketing supremacy in your grasp.”
Tim Suther, SVP, Acxiom Global Multichannel Marketing Services
“The internet brings about the reinvention of everything. Now it is marketings turn. Rapp compiles the best thinking on a future with low-cost and no-cost connections between products and consumers. Essential reading for marketers.”
Chris Anderson, author of The Long Tail
“Direct marketing is interactive, and interactive marketing is direct. With an ‘iDirect mindset, digital platforms and innovative analytics impact the data-driven, online, offline, lead-generating, customer-retaining, multichannel direct marketing process. Rapps vision for reinventing marketing is a wake-up call for CMOs to think and act differently in a profoundly changed world.”
John Greco, President and CEO, Direct Marketing Association
“Its increasingly important to rely on an agency for accountable iDirect solutions. The advertising agency of the future must be adept at reinventing yesterdays interactive, direct and branding. Rapps cohort of experts show the way in this book.”
Michael McCathren, Chick-fil-A Conversation Catalyst
About the Book
Reinventing Interactive and Direct Marketing focuses on how to benefit from a fundamental truth about marketing in the digital era. Interactive Marketing is direct. Direct Marketing is interactive. What has been seen mistakenly as separate disciplines actually are one and the same. Every marketer now is an interactive direct marketer.
To help you profit from this new reality, Stan Rapp introduces a new paradigmiDirect the 21st-century growth engine at the intersection of digital technologies and direct marketing practices. The gap between what you once took for granted and the iDirect Marketing future is so vast that a team of thought leaders is needed to deal with it. No one person has all the answers.
In this book, Rapp brings together marketing luminaries with a variety of perspectives that will open your eyes to astonishing, new opportunities. It contains surprising insights from the top minds in direct marketing, including:
- John Greco, President of the Direct Marketing Association: How to Market Directly or Be Left Behind
- Professor Don Shultz, PhD, Northwestern University: Media Allocation for a Mass Networking Landscape
- Lucas Donat, President, Donat/Wald: ROIpositive Advertising via TV and Print for the iDirect Marketer
- Mike Caccavale, Founder and CEO, Pluris Marketing: Instant Delivery of Thousands of Individualized Messages
- Michael Becker, VP Mobile Strategies, iLoop Mobile: Hold the Consumer in the Palm of Your Hand with Mobile
- Melissa Read, PhD, Vice President of Research and Innovation, Engauge: The Psychology of Motivating Desired Behavior On- and Offline
- Tim Suther, Acxiom SVP Global Multichannel Marketing Services: Releasing the Full Power of iDirect Fundamentals
Synopsis
From the two biggest names in direct marketing comes the definitive guidebook on creating a digital direct marketing plan from companies who are on the cutting edge of this critical business strategy
Synopsis
Global direct marketing icon Rapp teams up with the expert professionals at the Direct Marketing Association (DMA) to answer the need among marketing professionals for a guide to creating a winning digital direct marketing plan.
About the Author
Stan Rapp is Chairman of Engauge, a pioneering customer engagement agency founded three years ago with private equity partner Halyard Capital. He is coauthor of six books, including the international best-seller Maxi- Marketing. Advertising Age included him as one of the 101 individuals who shaped advertising in the 20th century. Rapp, over a 30-year period, served as CEO of two agencies that now generate combined revenues of one billion dollars. Rapp is a member of the DMA Hall of Fame.
Table of Contents
Foreword Rick Milenthal, CEO, Engauge
What Is iDirect Marketing?
Introduction Stan Rapp, Chairman, Engauge
Chapter 1: Time for Marketing to Really Get Direct about Creating Value
John Greco, President and CEO, Direct Marketing Association
Chapter 2: Perplexing New Realities Marketers Face Today
Richard Cross, CEO, Cross World Network and Coauthor of Customer Bonding
Chapter 3: Media Allocation for a Mass Networking Era
Don Schultz, Ph.D., Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University
Chapter 4: Direct Goes Emotional with New iDTV Advertising
Lucas Donat, CEO, Donat/Wald, a Pioneering iDTV Agency
Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement
Michael Caccavale, Founder and CEO, Pluris Marketing
Chapter 6: SEM and SEO: Core Drivers of iDirect Success
David Hughes, CEO, The Search Agency
Chapter 7: Mobile: Holding iDirect in the Palm of Your Customers Hand
Michael Becker, Cofounder and Vice President Mobile Strategies of iLoop Mobile; Coauthor Web Marketing All-in-One for Dummies, Contributing Author to Mobile Internet for Dummies, and Coeditor of the International Journal of Mobile Marketing
Chapter 8: Using Psychology to Drive Digital Behavior
Melissa Read, Ph.D.,Vice President of Research and Innovation, Engauge
Chapter 9: E-Mail Life Support at Home and the Office
Jeanniey Mullen, Executive Chairwoman, E-Mail Experience Council (eec); Executive Vice President and Chief Marketing Officer, Zinio and VIVmag LLC; and Coauthor of Email Marketing: An Hour a Day
Chapter 10: Conversation: What Matters Most for Marketers Now
Joseph Jaffe, Author, Join the Conversation; President and Chief Interruptor, crayon Greg Verdino, Chief Strategy Officer of the Marketing Consultancy, crayon
Chapter 11: iDirect Marketing at Best Buy for Business
Janet Rubio, Chief Insights Officer, Engauge
Chapter 12: iBrands: The New Face of the Consumer
Michael McCathren, Conversation Catalyst, Chick-fil-A, Inc.
Chapter 13: The Keys to iDirect Marketing Success
Tim Suther, Senior Vice President, Global Multichannel Marketing Services, Acxiom
Appendix
Index
Meet the Authors
About DMA
About Engauge
About Stan Rapp