Last week I was at ADMA Forum in Sydney as Social Media Manager for the event.
As the Social Media Manager for the event I was lucky enough to have a bird’s eye view as local and international visitors shared a similar theme.
However even luckier to have a quick chat to Mr. Stan Rapp.
If you don’t know who’s Stan Rapp, let me give you some breeze.
Stan Rapp - Direct Marketing Godfather
He is a global marketing icon and seven-time author. He was recognized by Advertising Age as one of the 101 individuals who shaped advertising in the 20th Century and is a member of the DMA Hall of Fame. He is co-founder and for 23 years was CEO of Rapp Collins (recently rebranded RAPP).
His global bestseller, MaxiMarketing, first predicted the change from mass marketing to a new one-to-one model a generation ago.
Other books followed, each with fresh insight into the turnaround from arms-length bombardment of consumers to data-driven, relevant, one-to-one customer relationships.
There you go, an interview with Mr. Stan Rapp, directly from ADMA Forum 2010
MR Rapp, good to see you are still strong and sharing your learning and intelligence with us. It’s a very long trip from America to Australia, and before your seminar you were just telling me how you enjoy your craft and will continue travelling to teach.
Stan Rapp – Yes, I love what I do, and more than ever I’m fully active. With my Engauge agency better than ever.
What is iDirect and why is it important to be utilised by marketers in the 21st century?
Stan Rapp- iDirect is a result of a combination of “I” and“Direct” which represents every aspect of this extraordinary internet-infused methodology. It is interactive, integrated, informed, insightful, individualised, innovative and is grounded in what digital tools make possible for direct marketing in this 21st century as never before. So master the principals of iDirect Marketing or expect to be at a disadvantage.
Why does “paying to advertise” by using traditional media do not work anymore for the Australian market?
Stan Rapp- The majority of what passes for advertising in print and on TV in the US and Australia is better described as “Nonvertising” because there is a great disconnect between creating brand advertising and creating beneficial relationships with customers online.
Why using the term “Digital Marketing” makes no sense and why some people still use it.
Stan Rapp- The reason, simply put, is that digital is a form of technology. Marketing, on the other hand, is the total process for efficiently and effectively moving goods and services from producer to consumer. “Digital Marketing” is as nonsensical as calling what happened in the 20th century “Analog Marketing”. Technology alone is not the best descriptive for any marketing approach.
Why do today’s smartest businesses profit by giving away something for nothing?
Stan Rapp- Chris Anderson, author of The Long Tail, tells us that the cost of the bits driving distribution is relentlessly driving toward zero. Technology and the internet increasingly make the world a smaller and more connected place. The good news is that the cost of fuelling growth with innovative marketing keeps dropping for iDirect marketers in this new environment.
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Posted by seo sydney | August 31, 2010, 9:11 am