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
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