Letter from the DMA Atlanta President | Alex Marchetti

By Alex Marchetti  President DMA Atlanta | President Whitestone Marketing 

“The overwhelming reality of our time is not how much is changing-it is the extraordinary pace of change itself”, states Stan Rapp in his book, Reinventing Interactive and Direct Marketing.  Rapp goes on to explain his definition of iDirect, “the twenty-first century growth engine crafted at the intersection of digital technologies and direct marketing practices.  iDirect is interactive, information-driven, individualized, insightful, iterative and is grounded in what the Internet makes possible as never before.  iDirect Marketing is today’s most responsive, affordable, and accountable approach to attracting brand believers and exceeding your revenue goals”. For those that attended the January luncheon combining the iDirect experience with iBranding, the experience of building brand equity in the digital era, was demonstrated by Michael McCathren from Chick-fil-A.  Michael explained to us that marketers are no longer the sole owners of brands.  Michael states, “Your customers busily peck away at the computer keyboard to create their personal Internet brand, an iBrand of their own, with its own set of brand equity components.  The winning marketers of tomorrow will know how to raise the value of their customers’ Internet equity.  One-to-one marketing has become Brand-to-iBrand marketing”. And let us not forget with the flood of data being generated and the shift to data-driven, relevant customer engagement, we can now provide valuable insight into customer lifetime value.

I share these thoughts and wish to inspire each of you, as direct marketers, to be prepared for the change and embrace the next era of marketing.  “Everyone’s industry is not simply changing; it is being redefined, creating historic opportunity for the prepared and profound threats for the unprepared.  Absolutely no one, no matter how big, how well established, or how successful in the past, can afford to do business the same old way”, states, Peter Drucker, The Effective Executive .  “Here’s all that is certain about the future: it holds profound unpredictable change.  Abandon yesterday.  The change leader must put every product, service, process, and market on trial for its life”, also states Drucker. 

With those words I encourage you to attend the Thursday luncheon with Stan Rapp and learn from one of the DM greats!  We strive to bring our members, “best in class speakers” that will allow us, as marketers, to excel through education. To register…

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