In my humble opinion, the integration of brand marketing and direct marketing is the way of the future. With online and digital marketing more important than ever and traditional (paper) direct mail nearing extinction, savvy marketers will look for ways to generate a direct response (a click, collection of user contact information, purchase, etc.) while creating a brand supporting impression at the same time. The core brand values will be communicated while trying to elicit a direct response in some fashion.
Look for it.
http://chiefmarketer.com/disciplines/directmarketing/brand_direct_marketing_10182006/
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