New media puts control in the customer's hands

Article Abstract:

The business of direct marketing has evolved as the introduction of interactive technologies has granted more marketing control to customers. At the Los Angeles, CA, conference of the Direct Marketing Assn., these new media rules and their effect on direct marketing were discussed. Marketers, in the face of these changes, are advised to engage customers in interactive dialogue in order to exploit the usefulness of the emergent media. A study showed that, out of 552 direct marketers, 52.2% use the Internet/World Wide Web for their sales and marketing efforts.

Internet, Information services

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Direct marketers urge postal service to delay rate hikes until 1999

Article Abstract:

Direct marketers have pressured the Postal Service's board of governors to delay postal rate increases until Jan 1999. The industry made the move after the Postal Rate Commission proposed to hike its rates by $1.6 billion beginning in Jun 1998, which is about two-thirds of the original $2.4 billion-increase that the Postal Service had requested in Jul 1997. The direct marketing industry expects a rate increase but its major issue is the date when the new rates will go into effect.

Regulation and Administration of Communications, Electric, Gas, and Other Utilities, Postal Services, Prices and rates, Political activity, Mail-order industry, Mail order business, Postal service, United States. Postal Service, Postal rates, United States. Postal Rate Commission

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No, direct mail is not dead; RSL Communications targets brand managers with Marketing-Pak

Article Abstract:

Bob Leonard, RSL Communications Pres and founder of Marketing Pak, is convinced that while Internet is a hot marketing tool, conventional direct marketing still provides a strategic tool for marketing. Marketing Pak utilizes BrandBase, a database consisting of 8,500 brand managers in the package goods industry. Leonard is confident that Marketing Pak will generate business-to-business sales leads.

Direct Mail Marketing, Management, Marketing, Marketing industry, Direct mail advertising, Direct-mail advertising, RSL Communications Ltd., Marketing-Pak

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