As more marketing moves to the Internet, the skills and tools of the direct marketer become more relevant, even if you are not selling directly. Direct marketers have always relied on testing and measurement to improve. If you didn’t, you went broke. From the days of Roger Horchow and his classic book, Elephants in Your Mailbox to today’s Internet marketing gurus, the tools of the direct marketer are requisite.
A recent article in Forbes talked about how Brandon Hidalgo uses “pinpoint direct marketing” to sell $110MM in education DVDs in an age of free information. You can apply the techniques Brandon uses yourself. Using Google Optimizer and Design of Experiments (DOE) methods, among others, you can improve your results with data rather than guess-work. Today’s marketer must be aware of the analytics tools available to eliminate hope as your primary strategy.