So here we are.  Post #1 on the KPI Blog.  I’m sure there are many questions bubbling up in your head right now (there are in mine) so let’s just start at the beginning:

Who is KPI Direct? 

We’re a small firm that works with direct-to-consumer marketers.  Kind of a fancy way of saying we work with (some of) the companies who have the 3am TV infomercial where you can “get a free bottle of our fountain of youth supplement just for calling!”  We run campaigns on TV, Radio, Web, Mail and Print.  Generally we stay in the health and beauty category although we’ve chosen to steer clear of certain products within the space (we don’t do the sketchy e-mails that promise to make certain appendages bigger or longer…just not our bag).

Why the heck do you have a blog? 

Good question and I can’t say we have the perfect answer (yet).  What I do know is that there are massive changes in HOW marketing is done as technology continues to evolve.  Part of this shift is the move from outbound (the marketer finds you via TV, Radio, Print, Mail) to more inbound (you find the marketer via web search, blogs, word of mouth, etc.).  Yes, at this point you might be baffled that we (KPI) as true outbound marketers are starting a blog (the epitome of inbound/opt-in marketing).  Well, I guess that’s the whole point - we believe outbound marketing is going to change dramatically with the advent of efficient inbound marketing tools.  We believe a lot of traditional outbound marketers are going to be SOL if they don’t embrace the change.  And we’d like to be at the center of the discussion as the whole thing continues to develop.  We also believe that success in marketing is driven more and more by deep analytics and disciplined execution.  Marketing is becoming much less art and much more science.  If you don’t believe me then look at just a few of the companies succeeding today.

What can I expect from reading the blog? 

Well, hopefully we’ll provide some worthwhile food for thought, some practical case studies of marketing in action.  We plan to share interesting things in our space as well as the general marketing space and hopefully not take ourselves too seriously along the way. Also, please do join in on the discussion (note the little link below that says “comment”- we put it there just for you).

So there it is.  Post #1.  Hopefully many more (and better ones) to come.

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This entry was posted on Tuesday, March 25th, 2008 at 10:52 am and is filed under DR Marketing, KPI Stuff. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.