Friday, December 7, 2007
Shelly Lazarus
This month's issue of Target Marketing had a quote by Shelly Lazarus, chairman and CEO, Ogilvy & Mather Worldwide, from the DMA conference in Chicago. It's worth reading.
"We always know which offer sells best when we are using direct response, but I don't think we['ve] yet asked the same kind of question aggressively enough for new media....We need to go from a sense of wonder that 'Wow, we can do it' to a demonstration that what we can do is valuable....It will take years to get to be serious....to be able to measure the [effect] of all this interactive communication, but we have to start by asking questions. You, as direct marketers, know how to do this. This industry, your industry, must lead here. This is the territory of direct marketing."
"We always know which offer sells best when we are using direct response, but I don't think we['ve] yet asked the same kind of question aggressively enough for new media....We need to go from a sense of wonder that 'Wow, we can do it' to a demonstration that what we can do is valuable....It will take years to get to be serious....to be able to measure the [effect] of all this interactive communication, but we have to start by asking questions. You, as direct marketers, know how to do this. This industry, your industry, must lead here. This is the territory of direct marketing."
Labels: chicago, conference, DMA
posted by martin stein at 7:29 AM
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