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Consumers Taking Charge in DM Universe

  • DM News, Thursday, March 30, 2006 11:45 AM
A new catchphrase has been introduced to the advertising lexicon: consumer-requested marketing. "We really see it as the way things are moving," Matt Moog, CEO of Q Interactive, told a group of direct marketers attending a conference organized by the Chicago Association of Direct Marketing. His message was that in a rapidly changing media environment where marketers are ceding control to buyers, direct marketers must know their customer and serve their needs. He said the keys to consumer-requested marketing are relevancy, permission and privacy. Segmentation of a database to target appropriate offers to the right consumer at the right life stage is critical, Moog said. He served his $100 million company up as a paragon of what he proposed: a generator of leads for 1,500 advertisers who receive information requests from the 10 million consumers in Q Interactive's database. These people sign up for offers, updates, coupons and samples. "Consumers are in control of what media they consume," Moog said. "Technology is what is enabling this."



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