About the Curtain Raiser
Early on, famous ad man David Ogilvy realised that his big ad campaigns could be enhanced with the right mix of research and analysis. The combination of advertising and direct marketing simultaneously drives awareness and elicits response. In Ogilvy’s world, this practice became known as “360 degree branding.” Ogilvy may have stated it best when he said, “Direct response is my first love, and later it became my secret weapon.”
Well, the secret is out, now more than ever.
Economical acquisition, verification, profiling, segmentation, clustering, retention and growth of customers have been a constant endeavour for marketing and business heads of corporate India. Generating revenue and profits while simultaneously optimising sales & marketing costs in the challenging business environment is an uphill task for senior sales & marketing professionals.
