Using 'the Best Direct-Marketing Medium Ever Invented' to Sell Books
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Then and now, direct marketing requires tracking and testing to succeed, he added.
But at the same time, Goff said, the Internet "is the best direct-marketing medium ever invented." Paraphrasing author Seth Godin, he said the Web introduced the "maybe" into the the direct-marketing process. Where direct-mail recipients would decide "yes" or "no" about a purchase, Web visitors can opt-in to start a relationship with a company and "maybe" buy later, Goff said.
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- People:
- Neal Goff
- Seth Godin
- Places:
- New York City
E
T
Heather Fletcher
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Heather Fletcher is senior content editor with Target Marketing.
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