White Paper Declares”All marketing will become direct marketing”


In what will inevitably be seen as a controversial move in marketing circles, the author of a recent report has declared that “all marketing will become direct marketing” in the future.

The white paper as reported in mad.co.uk’s DMweekly says that “new and plentiful data and insight” has transformed the timescale and analysis of marketing communications “to the extent that in reality, all marketing is becoming direct marketing.”

We’ve previously commented on the convergence between digital and direct marketing but the report goes one step further.

Of course this comes as no surprise when one learns that the report’s author is Martin Hayward,?? former director of strategy and futures at Dunnhumby UK who are the power behind the mighty Tesco Clubcard programme – data driven marketing in it’s ultimate form. Plus the white paper was commissioned by Royal Mail!