Online direct marketing 'needs to change'

Companies which carried out online direct marketing need to embrace change, it has been claimed.
According to Debbie Williams, chair of the Institute of Direct Marketing´s (IDM) Business to Business (B2B) Marketing Council, there has never been a more exciting time to be a B2B marketer.

Launching the Institute of Direct Marketing´s (ISM) Business to Business (B2B) marketing conference, she added: "The recession has taught us some salient lessons: the need for agility, accountability and getting better results with fewer resources."

"Now is the time to take this forward," she added.

Called Marketing strategies for a brave new world, the conference will look at how change and innovation can drive performance in direct, data and online direct marketing.

Earlier this month, in a column for ClickZ, Jeanniey Mullen, chief marketing officer of online magazine publishing company Zinio, said online direct marketing can be used as a public relations instrument, as well as a sales tool.

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