Lawrence Kimmel, CEO DMA, began his DMA 2011 keynote with an engaging visual illustrating the convergence of limited time and technology. The time is always now. (Of course the theme of the conference is real-time marketing. So no surprise there!) He is setting up the conference for capturing those transformational moments with ideas shared, meetings that changes the course of your business. We need to pull together. It's our time.
Last year he said "we won the war" because we had a superior approach to other marketers. Now it seems everyone has adopted our solutions. "Now we are everywhere. Or are we nowhere?" Direct marketing is kaizen: Japanese for “never-ending improvement.”
Kimmel elaborated: Marketers are now charged with managing the chaos of integrated marketing (illustrated by the confluence of 30-plus channels.) He says very few of us are doing it effectively and we don't know how to properly attribute it, agree on who will manage the data, etc. Only those who understand data, customer centricity and accountability should run those programs.
Sounds like a commercial for Spyro’s DMA session! (Shameless plug here: Tomorrow (Tuesday) at 2 p.m., "Which Medium Works: Multi-Channel Testing For High-Performance Results.")
Speaking of commercials – it was fun to see our logo flash up on the screen!
Biz Stone co-founder of Twitter certainly is all about real-time. He joined us “virtually.”
As far as marketing ideas go, Stone reminded us that every conversation is important. And more than that, consumers are seeking a meaningful relationship and "meaningful depth" in the products and services they choose. The more marketers can get involved in creating a meaningful experience the deeper the brand connection.
It puzzled me a little that Stone comes (okay, “virtually”) to a direct marketing conference to talk about brand-building. But he did suggest that altruism and brand engagement will be tied to the dashboard and ROI. He’s just not certain how that will happen.
I guess the time isn’t quite now for that idea.