Direct marketers, specifically very talented direct marketers, occupy a privileged place in the job market right now. Simply put, they are in demand. I think there are two reasons for this.
The first is the slow, steady increase of the role of digital marketing within the overall marketing mix. First there was the dot-com boom; then there was the dot-com bust. Now, digital marketing is finally becoming what it should always have been: a superb marketing medium in the one-to-one world. But, how many people are out there who have extensive history in interactive marketing? There aren’t many yet. It’s a concept in its adolescent stages. Where do companies turn to find people who understand these concepts? They turn to direct marketers. Direct marketers have been doing this segmented one-to-one stuff for years.
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