The evolution of direct, data and digital marketing

Abstract

Since the late 19th century when the concept first originated, Direct Marketing (DM) has evolved from a process that underpinned a distinct mode of transacting business with customers into an activity in which virtually every large organization is involved. This evolution has been most rapid since the founding of the Institute of Direct and Digital Marketing (IDM) in 1988. This paper describes the key trends that have shaped the evolution of DM over this period. Despite the introduction of new channels, the expansion of data processing capabilities and the proliferation of data analysis tools, the paper finds a surprising level of continuity in terms of the underlying business concepts and models associated with the industry. The period has been one of evolution rather than disruptive revolution. Many of the business concepts that underlie DM are as relevant today as they were 25 or even a hundred years ago. The paper represents the collective opinion of the Editorial Board of the IDM journal, led by Webber, to celebrate the 25th anniversary of the IDM.