Mankind is surrounded by intelligence and expertise like never before. We have: elaborated IT systems, regulations and control for almost everything, consultants, auditors, spin doctors, and a bunch of Gurus who should carefully be listened to in every field of activity there is. Even in Direct Marketing...

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The question I want to pose is this: how should the absolut, the ideal and the most fabulous Marketing look like?
By closing our eyes really tight and trying to forget everything we know about the given world, I think that this utterly superb and fabulous marketing should include the following:

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Along with media budgets, many redirect their hopes towards the Internet, of which the most are those who think the remedy for today’s crisis can be found close at hand - any one of us who does some soul searching can find a solution on his own.

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There is no database (yet) of consumers groups in Romania – income, age, preferences, habits, etc.

And what if it existed? A couple of months after the crisis started, last year’s segmentation wouldn’t be accurate at all. It’s obvious that the purchasing power has been seriously deteriorating. And that is why, admitting that there would have been an agreement from those consumers – well positioned in the segment we’re interested in – today it wouldn’t make sense to send them our offer. What is left to do? Is Direct Mail dead?

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The manner in which this crisis started is similar to the so-called “The Phoney / Strange War” - “La Drôle de Guerre” at the beginning of the last world war when, for more than half a year (between September 1939 and April 1940) the belligerents waited and analyzed one another without attacking. However, in the meantime, all the measures for war were taken.

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