This year, the DMA awards will feature three more digital categories to reflect the adaptation of direct marketing as people spend more time online.

Last year there were three digital categories – email, digital execution and digital journey. Now there are six – online advertising, email, campaign websites, mobile marketing, eCRM, and new applications/use of new technology. The last is designed to include things such as widgets, social networking and branded content.

2008 has been the most successful year to date for the YDMA with more than 150 teams from across the UK submitting their direct marketing campaigns to the competition.

Pupils from 12 schools across the UK have beaten off tough competition to become YDMA finalists. The winning teams will be announced at a ceremony at The Magic Circle Headquarters in London on 13 June.

A blog on Weburbanist examines how guerrilla marketing got its start and why it is so effective.
 

Picture the scene. It’s 1987, the scene at the club is hectic, the lights are flashing, the music is thumping, and the hair is big and teased. The dance floor is a sea of acid wash jeans and Adidas mingling with huge plastic earrings and punky lace layers. Suddenly a gorgeous woman sidles up to the bar next to you and purrs “Buy me a drink?”

Since it’s the 80s and you’re up for anything, you happily agree. It’s a little weird when the woman insists on a very specific brand of vodka…and then goes on and on about why she loves that particular brand of vodka. Before you know it, she slips back into the crowd and you’re left alone at the bar, unfulfilled and a little confused but with a strange yen for the lady’s brand of vodka.

Yes, you’ve just been guerrilla-d.

Direct marketing is the key to improving the reach to the over 50s sectors, according to new research by marketing agency Millennium.  Apparently nearly 60% of people in this age bracket felt that advertising to their age group was patronizing and that the most popular channel for this sector was found to be online marketing.

Marketers need to change their approach in marketing to this particular group if they are to cash in on the ‘grey’ pound.

For further comment, read our article about the baby boomers.

In a blog by the Canadian Marketing Association, the poster considers the impact that direct marketing has on the environment. By focusing on customer data, he says that companies can dramatically change the environmental impact of their direct mail initiatives.