1. Direct marketing's big 3? While social media and mobile marketing are becoming more popular, they both remain small potatoes compared to what direct marketer Nancy Harhut, chief creative officer at the Wilde Agency, calls marketing's "Holy Trinity": direct mail, e-mail and personalized URLs. She believes that SoMe and mobile will find their rightful place in the communications mix, but will always be minor players. Instead, she's adamant that the DM-EM-personalized URL approach will grow more prominent. "Smarter targeting, more data-driven communications and increased personalization will become necessities," said Harhut, who mentions the historic problem always has been data quality, but that most companies have access to clean, robust data today.
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- Nancy Harhut