Direct Marketing. Its meaning, purpose and value seem to have lost traction these days in a never ending haze of multi-channel messaging that is not planned or coordinated with overall marketing and revenue goals. Direct marketing is a discipline. It’s about getting the right message in front of the right person at the right time to drive revenue and/or customer loyalty. Successful direct marketing is rooted in data/research, segmentation, smart creative, timely offers, channel testing (direct mail, email, social) and a methodical patience on customer acquisition, retention and winback. Organizations that are disciplined in this way are gaining significant ground. Don’t be in so much of a rush that you lose sight of the basics!