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Follow That Customer!

The Event-Driven Marketing Handbook

A few months back now I caught up with an ex-colleague of mine from Procter and Gamble when I was working in FMCG marketing in Europe.

I was keen to hear what Ed had been doing the last couple of years and was pleased to hear that he had continued to improve his skills as a very successful CRM Consultant and Direct Marketer. In fact, Ed had been very busy indeed with a new venture Failsafe and had also recently completed an epic task of writing what we think will be a key marketing text for direct marketers for the next decade.

Ed Sander has teamed up with Egbert Jan Van Bel and Alan Weber to deliver a great discourse about the evolving world of one to one marketing through to CRM and now the holy grail of Event Driven Marketing.

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What is Direct Marketing?

What is Direct Marketing? Why your business should be using Direct Marketing!

Direct Marketing envelope

Direct Marketing is the process of marketing to your customers without an intermediary between the seller (you) and the buyers or in other words your customers.

Direct Marketing then as a simple definition is sending your marketing message directly to you audience or buyers. This is important because when comparing large brands that use mass media marketing channels like TV, Radio and Newspapers or Magazines can afford to run and sustain marketing campaigns whereas most Small Medium Businesses can not.

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