Direct Marketing Mirror Image

If you understand direct marketing and you want to better understand ContactAtOnce!, read on...

Direct marketers are accustomed to proactively planning, researching, analyzing, targeting, and eventually executing a program or campaign. The marketer does the work up front. The consumer simply responds.

Now, it isn’t the case that internet marketing and direct marketing are polar opposites. But as regards certain product and service categories (e.g. autos, apartments, real estate, legal services, etc.), I would argue that they are mirror images of each other. In other words, with Internet marketing the roles are reversed.

With Internet marketing, the consumer does the planning, researching, analyzing, and executing. The merchant simply responds, strives to schedules in-store/office appointments, and works hard to convert prospects in customers.


For example - think about the last time you shopped for a new or pre-owned car. Was your shopping and ultimate purchase more influenced by direct marketers, or Internet marketers? I rest my case.

So where does ContactAtOnce! fit in? For Internet marketers, the keys to success are a) making sure consumers can find your business via the Internet and b) maximizing the likelihood that a consumer who has found you contacts you. Google helps with a). ContactAtOnce! helps with b).

Note: This post was inspired by an article on clickz written by Brian Wool.