:: CUSTOMERS IN CONTROL
As demonstrated by Target Marketing Magazines’ recent study above, there is a renewed interest in customer retention. While acquisition will always be important, keeping your existing customers and learning how to communicate with them effectively through relevant, timely communication is critical to not only increasing your results but to growing your business. Ultimately, customers are in control. The marketing landscape is changing and to be successful, we need to watch the trends, listen to our customers, and change with it.

As Marcus Wilhelm, Chairman of the Direct Marketing Association board of directors, said at a recent conference, “New players, new channels and the shift of power from marketers to prospects are the big changes affecting the industry.”

He goes on to say, “There has been an integration of existing channels…they are all coming together and the multichannel effect will be a dramatic one. Prospects have more power now than ever…they can now decide how they want to be reached and where.”

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 The DMA