Direct marketing is shifting from response to engagement, a study has indicated.
The Direct Marketing Association (DMA) found there is an emerging trend for direct marketers to put emphasis on engagement rather than response, replacing more conventional brand-building activity.
At the 2013 DMA Awards, there is an extensive field of competition for the most desired prizes in the direct marketing field, with 51 companies battling it out to earn gold in 37 different categories and collect the DMA Awards Grand Prix.
2012 DMA Awards Grand Prix winner OgilvyOne London is at the front of the field with 22 nominations for campaigns for IBM, Public Health England and Beyond Dark, with LIDA in second with 18 nominations.
Creator also picked up 13 nominations, while MRM Meteorite and Havas EHS both collected nine. British playwright, director and screen writer Stephen Pollakoff is this year's chair of the DMA awards judging panel, after he oversaw the judging process of more than 300 industry experts.
Mark Runacus, who heads up the DMA Awards and is a director at Karmarama, said: "The DMA Awards are always the bellwether of the industry. This year’s record-breaking mass of entries has signalled a clear trend of a shift in one-to-one strategy from a focus on direct response to direct engagement. It’s now time to redefine the meaning of direct marketing.
"This year we’ve seen the greatest ever diversity of entries, which reveals that marketers are now replacing traditional brand-building campaigns with pure direct engagement activity."
He added that this is an exciting time for one-to-one, with the use of big data becoming a standard in the industry and new channels and devices driving exceptional innovation in targeting.
"The 2013 Awards will be hotly contested by one of the strongest fields we have seen for many years," he concluded.
TNT Post and Callcredit Information Group are this year’s headline sponsors of the 2013 DMA Awards, with 2013's winners set to be announced at the Awards ball to be hosted at Old Billingsgate in the City of London on 3rd December.
Posted by Jon Aspinell on 29th October 2013
Product and Solutions Consultant
Product and Solutions Consultant - Birmingham (and home based) - up to £45,000 plus bonus and benefits (beaconing tec...
We have been engaged by a well-established charity in their search for an experienced HR Administrator/Recruitment Co...
IT Support Engineer
A growing medium-sized business is looking for a proactive IT Support Engineer to join its small IT team based in the...
Graduate Marketing Assistant
A rare opportunity has arisen in a unique global professional marketing business with offices in Twickenham, West Lon...
Digital Marketing Manager (B2C)
The Ashdown Group has been engaged by an international retailer, well-established, with an excellent reputation, to a...
ASP.Net Developer (MVC, C#, eCommerce)
An excellent new opportunity has arisen within a successful technology business, who are looking for a .Net Developer...
Is faster better?
‘Hire slow, fire fast’ - it’s an old business adage that continues to hold traction today. But in today’s hiring envi...
Unemployment falls to 4.3 per cent
Unemployment in the UK fell to 4.3 per cent between February to April 2017 and May to July 2017, the lowest since 197...
Keeping candidates engaged during the recruitment process
The relationship between a hiring team and a candidate can be a highly fruitful one, if it has been cultivated proper...
UK companies to publish pay ratios between CEOs and workers
Companies publicly listed in the UK are going to be expected to make public how much their chief executives are paid,...
Are internal candidates a safer bet than external candidates?
When you need to recruit for a vacancy in your firm, you’re faced with two choices: hiring externally or promoting in...
Does it pay to recruit with diversity in mind?
Is diversity a significant aspect of your recruitment strategy? If not, you may be hindering your company’s future pr...