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How to Solve Direct Marketing's Five Biggest Problems

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What does a brand manager have that a direct marketing manager doesn't?

Time.

Most advertisers know that brand building is a gradual process, that they may have to invest years—slowly building awareness and steadily improving the perception of a company, its products and services—before seeing significant ROI.

Direct marketers, on the other hand, do not live in this wait-and-see world. A week, maybe two, after a campaign drops, the verdict is in. And if that campaign appears not to be working, it either gets fixed, pronto, or the DM agency—and perhaps even the DM manager—gets fired.

To avoid being shown the door, the DM manager needs to know how to swiftly solve direct marketing's most common and costly problems. Hence this article.


Missing your response, cost per acquisition, cost per lead or ROI financial targets?


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Russell M. Kern is president of Kern Direct Marketing (www.kerndirect.com), an agency specializing in integrated sales lead generation.

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