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Lazarus: Direct marketers must lead the marketing world in measuring new media channels

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Chicago—Engaging with customers is “the heart and soul of direct marketing,” Shelly Lazarus, chairman-CEO of Ogilvy & Mather, said Tuesday in her keynote speech at the Direct Marketing Association’s annual conference and exhibition here.

The holy grail of marketing is dialogue with customers, and today that is a reality, Lazarus said.

“We used to dream of dialogue and we did everything possible to simulate it,” she said. “Now, we don’t have to simulate it. There is almost no limit to how we can connect and engage.” Lazarus said that in the past, “It was almost always about intrusion.”

Calling direct marketers “hard core” marketers, Lazarus said they are also the industry experts in measuring the effectiveness of new media and the myriad channels of communication with customers. It is direct marketers who need to lead the marketing world in addressing the challenge of measuring the value and ROI of all the new and emerging media at marketers’ disposal today, she said.

“This industry must lead here,” she said. “This is the territory of direct marketing.“

—Carol Krol

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