Integrate Emerging Tech into your Direct Marketing Strategies

People are more influenced by peers and web than traditional media than they used to.
User participation, openness, network effects.

More watch video, more read blogs. More use Wikis

Contextual and Behavioral targeting
Upcoming - advergames, ads within online video
Social networks, mobile text messages

Social networks - great for testing new messages before exposing a broader market

Technology helps here:
personalizing, transpromo (transactional with promotional marketing -- like a bill or invoice), mobile marketing, social technologies

4 tenes of online personalization
1. Build and manage a real-time visitor profile
2. Apply biz rules and predictive analytics to determine best offer/content/whatnot to visitor
3. Learn in real-time from visitor for future predictions
4. Automate it

Direct marketers should use data and analytics to personalize