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06.20.07
DM Days Social Media Keynote
 By
Lee Odden
The DM Days 2007 conference kicked off with a keynote presentation starting with DMA President and CEO, John Greco.
The keynote was titled, “Next Gen Interactive: How Marketers are Optimizing the Power of Social Media to Connect and Deliver Results”.
With technology evolving, customer preferences changing and competition that is sharper than ever, the focus of this year’s DM Days event was on “What’s Next?”
Greco sees direct marketing as more than an industry, as a core process. Rather than “direct marketing” he sees it as “marketing directly”, which is the ability to engage individual customers with relevant and timely interactions that provide the information and offers they want using any of a variety of channels.
Internet and email will grow 3 times faster than direct mail, so direct marketers need to be involved with internet based marketing in order to survive.
It’s easy to see the growing opportunity with social media, the question is how to take advantage of it and understand how it can work within the marketing mix.
The power of web 20 is the opportunity to connect people of similar interests. Online marketing data collection from social media may replace traditional lists. I think that comment got the attention of quite a few audience members, because lists are at the core of the direct marketing business.
After the opening remarks, Aaron Kahlow of BusinessOnLine is to moderate the keynote panel. Instead, he brings the panelists onto the stage and does a 10-15 minute presentation. There was good info in the presentation, but that’s a long time for a panel to sit onstage waiting to participate. But hey, that’s just my opinion. Panelists included: Jennifer Juckett of Vmix, Rebecca Lieb of ClickZ, Leslie Reiser of IBM and Greg Verdino of Crayon.
A Wikipedia definition of social media is given and a study by BPT partners is cited indicating that marketers consider on/offline promotion as well as personalization as essential, but also that those marketers have not mapped out the touch points for implementing those tactics.
Audience poll: How many are using social media as part of their marketing? About 10% respond yes.
Direct marketers are not getting involved with social media because they don’t know how.
Continue reading this article.
About the Author:
Lee Odden is President and Founder of TopRank Online Marketing, specializing in organic SEO, blog marketing and online public relations. He's been cited as a search marketing expert by publications including U.S. News & World Report and The Economist and has implemented successful search marketing programs with top BtoB companies of all sizes. Odden shares his marketing expertise at Online Marketing Blog offering daily news, interviews and best practices.
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