The Enemy Within
It’s getting harder and harder to get the consumer’s attention. Are direct marketers their own worst enemy? This article by Richard N. Tooker, Vice President and Solutions Architect of KnowledgeBase Marketing (part of the Wunderman Network) in Richardson, Texas, was published in DM News' Database Marketing and Data Services Weekly, September 21, 2006. Richard argues that not only is mass advertising the cause of disinterested consumers but that direct marketers share the blame—and the responsibility.