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Direct Digital Marketing: Powerful B2C Tools for B2B Marketers

by Josh Gordon  |  
March 30, 2010

B2C marketers do not know how good they have it.

Although the definition of "the modern consumer" is always changing—and marketers are forced to change along with it—B2C marketers have a vast array of channels, methods, and approaches at their disposal to satisfy any number of marketing objectives.

B2C marketers expertly wield their tools and watch conversion rates jump and awareness efforts create demand. B2B marketers do not have the luxury of the large number of advanced tools that B2C marketers enjoy, because the two target audiences are so different.

Creating demand and generating leads in a B2B context requires extreme messaging precision—with a much-slimmer margin for error.

Direct Digital

What B2C marketers have as a distinct advantage is access to direct digital marketing—an addressable digital marketing method that delivers relevant marketing communications to specific individuals through the three primary digital channels: email, the Web, and mobile.

Traditional direct marketing efforts use a postal address to engage an individual while direct digital marketing uses an email address, a Web-browser cookie, and a mobile phone number.

Though direct digital marketing has evolved out of consumers' increasingly multichannel media consumption and technology-adoption habits, the basic principles and tools that comprise direct digital marketing function just as effectively in a B2B context.

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Josh Gordon is the editor-in-chief of the popular direct digital marketing blog The Lunch Pail ( and director of marketing at Knotice (, a direct digital marketing solutions company. Contact him at

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  • by Jacques Spilka Wed Jun 2, 2010 via web

    This is the first time I have heard the term Direct Digital Marketing. I like it. It is better than relationship marketing, direct marketing, marketing automation, data base marketing, event-based marketing...
    The key seems to be to have access to the customer profile and the ability to interface with any channel, both in-bound and out-bound.
    Do you think it is possible to automate Social Media listening into DDM?

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