Your Career in Direct & Interactive Marketing and Direct Response Advertising

• Careers in Direct Response Advertising Agencies
• Careers in the List Field
• Careers in Database Marketing
• Careers in Catalog Marketing
• Careers in Telemarketing
• Careers in Customer Acquisition & Retention
• Careers with Suppliers

According to the 2001 DMA study "Economic Impact: U.S. Direct Marketing Today," direct and interactive marketing has now penetrated U.S. companies in 53 major industries.

ALL businesses are becoming aware of the advantages and opportunities. The ability to form ongoing relationships with 20 percent of a customer base that will provide 80 percent of the revenues is a big motivator in the acceptance of this method of marketing and channel of distribution. Virtually any kind of organization, from entrepreneurs and small businesses to Fortune 500 & 1000 companies, can use direct marketing to sell products and services, raise funds, generate inquiries, call attention to issues, elect candidates, build store traffic, build brands, and generate leads for salespeople.

Changes in demographics, advances in technology, the popularity of the Internet, the advent of E-commerce, and increases in bandwidth are causing businesses to re-think their business practices. Career opportunities are vast. The rapid growth of direct marketing has led to a shortage of qualified talent. The individual possessing a basic knowledge of "direct" techniques stands a chance to enjoy a great career. To quote a motto from the Direct Marketing Association: "The future is an exciting place to be!"

For someone considering direct marketing as a career, there are two basic entry paths to consider: with a user or with a supplier.

A user either integrates direct marketing into its total advertising and marketing programs or engages in direct marketing as the sole method of fundraising and/or selling products and/or services.

A supplier — often a direct marketing agency — creates direct marketing programs for its clients. The agency or freelance person deals with a number of suppliers in the course of fulfilling assignments.

Employment opportunities in the user category break into two broad classifications: consumer and business-to-business. Marketing volume reaching the consumer can be huge. It is not unusual for a book club, insurance company, or tape club to mail in the millions. These companies expand their reach beyond direct mail with TV, radio, space, the Internet, and e-mail.

While on the surface the consumer route appears to offer the best opportunities, business-to-business direct marketing is really a "sleeper." In comparison to the unit-of-sale in the consumer field, B-to-B wins hands down. As a matter of fact, business-to-business direct marketing reached $792.8 billion in sales in 2001.

So, deciding which way to go — consumer or B-to-B — is a nice problem to have. You can win either way.

The constant emphasis on testing new ideas, offers, premiums, lists, etc., and the ability to measure the return on investment (ROI), makes direct marketing accountable and therefore different from general marketing and advertising. There's a constant opportunity to learn, along with an opportunity for advancement. It's fun, and it's never dull!

Careers in Direct Response Advertising Agencies

Job titles and departments in direct response agencies are similar to those in general advertising agencies, but the opportunity for advancement can be more rapid in direct. Trends in integrated marketing and advertising (where direct is often used in tandem with sales promotion, public relations, and media advertising) make the individual with the knowledge of direct response advertising much more valuable.

Depending upon background, interests and goals, an individual can choose a direct response agency career in traffic, account management/client services, media, creative, or production. With increased sophistication, many agencies now have research, database, and interactive departments. Many agencies are "full-service" agencies with additional departments to service client needs in teleservices, list consulting, Web site development, and lettershop services.

Traffic. Traffic is an excellent entry-level, foot-in-the-door position, providing opportunities to advance into other areas. The traffic coordinator is responsible for coordinating the component parts of a total advertising project with each of the agency's departments.

Account Executives. Account executives are responsible for liaison with the client, involvement in marketing strategy, and coordinating with various other departments involved in the creation of the advertising and its implementation.

While a background in marketing, market segmentation, business, advertising, or communications is not necessarily a prerequisite, it is extremely helpful and frequently preferred.

Account Supervisors. Account supervisors oversee the effective day-to-day account planning, administrative, and client service support. The supervisor actively participates and develops marketing strategies and program development, acting as liaison between the agency and the client and supervising the communications between the account group members and other agency departments. The supervisor proactively develops new ideas and insights for client business, initiates and effectively participates in discussions, brainstorming, and planning meetings, and must anticipate, recognize, and solve problems through research and analysis.

A Masters degree is frequently helpful for management positions, along with at least six years of experience at a direct marketing agency or corporation.

Copywriters. Unlike general advertising which seeks to create awareness (often through clever, creative ads), direct response advertising must sell. The copywriter must have a thorough knowledge of the target audience... what it wants, why it buys, and how it reacts.

Direct marketing copywriters are really salespeople who must have a thorough knowledge of the product or service. They must tell what the product or service can do (benefits) for the customer, rather than what it is (features). The copy, along with the proper offer and media, is what does the selling.

Artists and Layout Artists. Those with artistic talents can find jobs as artists, desktop designers, and product photographers, working closely with the copywriters in developing the creative concept and "marrying" the copy to the graphics. Talent — as demonstrated by a portfolio and ultimately through experience — is positively required as evidence of ability.

Media Planners, Buyers and Analysts. Some agencies handle all direct response media (mail, print, broadcast, electronic, and telephone), while others specialize. A background in media, communications, and sometimes liberal arts is desirable. Media personnel are responsible for the selection and purchase of lists, print space, TV/radio time, as well as analysis of the results.

Production. Production personnel are responsible for purchasing print materials which are used in direct mail, catalogs, space advertisements, inserts, coop mailings, etc. They should be familiar with printing techniques and processes (such as inkjet, impact, offset, Web, gravure, digital) so they know what is feasible and cost effective to use.

Researchers. In direct marketing research, customer acquisitions, purchase, and repurchase patterns, and promotions (by product, list, and creative) are analyzed. The research assistant can help to determine the profitability of tests, conduct feasibility studies, help develop mathematical models, coordinate focus group surveys, and develop demographic and psychographic information. Research assistants can advance to managers and directors. In order to advance, an MBA degree may be required.

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Careers in the List Field

List Brokers. The list broker serves the list owner and the mailer (user), helping the marketer to select lists that will work best for the particular product or offer. The broker helps in the planning of the mailings, the analysis of the response, the forecasting for future mailings, and is often involved in the clients' marketing strategy. Brokers are measured by their clients on the success of their recommendations. The more sophisticated list brokers engage in regression analysis and modeling on behalf of their clients. Entry level jobs at the administrative assistant level or that of assistant account manager (or executive) can lead to senior account manager and vice president/account supervisor. Client contact is part of the job. Account executives (AE) must be ambitious and eager to learn about new lists, pay attention to detail, and have good oral and written communication skills.

The Internet has opened a whole new category of lists for brokers -- E-mail. E-mail "addresses" are growing by leaps and bounds. There are two categories of E-mail addresses: Opt-In and Opt-Out. Opt-In addresses are individuals who have granted permission to be reached via their E-mail address. Opt-Out addresses are not to be used by other marketers.

List Managers. During the past decade there has been a trend toward list management, whereby a given list broker takes over the complete management of a list for rental purposes. Under the arrangement, the list manager performs most of the clerical functions relating to orders secured by other list brokers. The commission for list management is usually 10 percent.

List Compilers. Compilers capture data from a variety of commercial and public sources such as directories and voter and automobile registration lists. The very large compilers have databases with marketing-oriented information on millions of individuals and households. Compilers must have experience in developing sources for names and a methodology for producing lists with a high degree of accuracy.

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Careers in Database Marketing

A database marketer must be well grounded in marketing and marketing communications in order to understand the value of data and the kind of data that should be collected to enhance a client's overall marketing plan. She or he should understand how the database can help the company address that situation, solve a problem, and create new business opportunities.

A basic understanding of computer hardware and database software is essential, along with an understanding of relational databases. The sought-after database marketer will know what data to collect AND be able to think creatively ("outside the box") to propose the best marketing solutions to specific marketing problems.

Regardless of how technical the job, communication and listening skills are essential. The database marketer has to "translate" the needs of the marketing department to the MIS department or the service bureau.

Service Bureaus. Service bureaus perform sophisticated data processing and data conversion tasks such as merge/purge, personalized computer letters, postal presorting, model development and analysis, and list rental fulfillment, which require the services of individuals with a computer and technical background. In addition, they need sales personnel to sell their services to brokers and managers.

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Careers in Catalog Marketing

You have only to open your mailbox (or your PC) to realize the number of catalogs and hence the number of job opportunities. Some mail order companies create their own marketing strategies, develop and rent lists, do their own testing, and so forth, while others work with catalog agencies. The individual seeking a job with a particular catalog company will have to do corporate research to determine whether to apply to the company or its agency.

Jobs in mail order companies — business to consumer or business to business can include titles like telephone order taker and processor; copywriter; artist; production manager; list manager; picker and packer; warehouse manager; operation manager; marketing director; catalog circulation director; merchandise manager/buyer customer acquisition and retention anager/director; customer service representative; database manager/director; inventory director/manager.

Fulfillment. The "fulfillment" functions of the catalog/mail order business present some excellent entry-level training opportunities for newcomers who want to learn the catalog business.

Customer Service Representatives. Since customer service is critical to the success of all businesses, job candidates with such experience will be a step ahead of their competition and the experience will prove invaluable throughout any business career.

Merchandise Buyers. A career as a merchandise buyer for a catalog is similar to a retail buyer. Buyers must have a good eye for merchandise and a sense of what their customers want. They should like to shop and to travel, and they must be good negotiators. Courses in merchandising are helpful and may be required by some companies. Catalog companies that design their own merchandise seek individuals with design degrees.

Entering the field as an assistant merchandise manager or buyer is a good start. In this capacity, the individual performs detailed functions for the buyers and gains hands-on experience in selecting merchandise, writing orders, receiving, delivery and follow-up. Other entry-level possibilities include sample room administrators and assistant catalog coordinators.

Circulation Managers. The catalog circulation manager, like the magazine circulation manager, is responsible for acquiring and retaining customers. (Also see "Careers in Customer Acquisition and Retention".) Nowadays, circulation staff must be involved with the lifetime value of a customer (utilizing the internal database), as this determines how much the company can profitably spend on a customer.

The Internet

The Internet is not a separate business, but rather an additional medium in a direct marketer's media tool chest. With many companies developing Web sites for marketing, sales, information, public relations, and brand and relationship management, there is an increasing need for agencies and clients to have the capability to develop and analyze the composition of e-mail lists.

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Careers in Telemarketing

Telemarketing, often the subject of negative publicity, does have many advantages. As a matter of fact, in deference to a major function -- customer relations -- a new term is gaining favor. It is "teleservices."

One way to explore telemarketing opportunities is to look at a telemarketing sales continuum as a means of identifying applications. Telemarketing includes: order taking; seasonal selling; renewals; customer service; sales lead qualification; marginal account management; consultative selling; and full account management.

Another way to look at telemarketing is to explore some of the job titles.

Account Executives. A telemarketing account executive organizes and manages the client's program within the agency, coordinates script writing, testing, list preparation, and client reports. Good communication, organizational, and analytical skills are required.

Creative/Writers. Scriptwriters are the creative people of the telemarketing agency. Different copy skills are required in telemarketing because the script must be written to be heard, anticipating questions and preparing responses in advance to a prospect's questions. Journalism and creative writing are helpful backgrounds for this line of work.

Center Managers. Some direct marketing companies do their own telemarketing in-house; others utilize telemarketing agencies which have "call centers." It is the telemarketing center manager's responsibility to supervise the making or receiving of calls based on the client's marketing strategy, lists, and script requirements. The center manager must recruit, train, schedule, and motivate the center's "communicators."

Trainers. Telemarketing trainers instruct the communicators about the products or services. In addition, they teach listening skills and sales techniques. They may monitor the communicators during the sales call, making sure all goes according to the script and making any necessary adjustments.

Telephone Representatives/Communicators. Communicators often work part-time and come from all walks of life ... students, homemakers, actors, etc. For this reason, a communicator is a good entry-level job and provides excellent sales and customer service training and advancement opportunities.

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Careers in Customer Acquisition & Retention

Many business segments such as magazine and newsletter publishers (acquiring and retaining subscribers), fundraisers (donors), trade associations (members), book and record clubs (members), or mail order catalogs (customers) must devote significant portions of their marketing and advertising budgets to acquire and keep customers. Called "circulation," the art of acquiring and keeping customers is a direct marketing-driven business. All media are used, including direct mail, telemarketing, direct response TV, home shopping, and DR print ads and online technologies.

An individual who has worked in the circulation department can make career changes to any of the previously mentioned business segments. They all have to reach the right audience and depend upon repeat business. Circulation is a very numbers-driven business, since testing and analysis of media, creative, offers, price, etc., are required.

In addition to marketing and advertising majors, journalism majors may want to consider the business side of publishing (advertising and circulation marketing).

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Careers with Suppliers

Printers. Printers are considered suppliers to the direct marketing field and must have an understanding of the printing techniques so they can sell the services of their company to mailers. The printer with knowledge of ways to save the client money on paper and postage costs is in great demand and can be very successful.

Generally, larger printing companies have formal training programs and hire entry-level candidates.

People with printing backgrounds fill technical or operational positions. Such people often cross over to sales and, since they know the services first-hand, can become an asset to the sales force. Ad agency print buyers can frequently switch to sales, as they have a good understanding of the product.

Lettershops. Lettershops perform a critical function for the mailers, and hence represent good opportunities for sales positions, as well as mechanical or clerical jobs. Lettershops, which can be independently owned and operated, or part of full-service direct response agencies, represent the final link in the direct mail process.

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Your First Job

While many employers prefer candidates with some experience, entry level opportunities are nevertheless numerous. Course work, internships, and outside reading may help fill the experience gap. And, while there are obviously many basic skills inherent to direct marketing (such as facility for numbers), employers seek candidates with leadership potential, strong initiative, good oral and written communication skills, and excellent PC skills.

They look for individuals who have good interpersonal skills (teamwork), who are flexible, dedicated, have drive, passion, ambition, and enthusiasm. Every employer, regardless of the business, seeks those skills ­ regardless of the level!

Advancing In Your Career: What Skills Will Be Needed?

Since direct and interactive marketing play such an important role in all business, it's important for the newcomer to know what will be expected on the path to career advancement and success.

Leaders in tomorrow's business world must be global-minded, embrace technology by recognizing and harnessing its potential, and focus on the customer. Leaders will have to be creative as well as analytical, to determine new business opportunities by examining their databases and listening to their customers. Direct marketing leaders will have to have broad management skills, think strategically, and have the ability to integrate all elements of direct marketing into a company's business strategy.

How Do I Get Started?

Individuals with academic and ideally, professional training in direct marketing in the form of internships, will have advantage over their competition and a head start on a challenging and rewarding career.

If you're interested in pursuing jobs in this field, you should read books on the various aspects of direct response. Be familiar with its "lingo" and be acquainted with its techniques.

Read the trade press, do research on the Internet, keep up with who's doing what, with mergers and acquisitions, with promotions and career changes. Make lists of people and companies. Build your personal database. Do your homework!

Contact "prospects" for copies of their promotional materials and annual reports. Visit corporate Web sites. Interview for information. Visit The DMA Web site (www.the-dma.org) to learn about facts and statistics, trends, news, publications, and resources. Visit often!

Several colleges and universities have degree, diploma, and certificate programs in direct and interactive marketing. The Direct Marketing Educational Foundation lists these schools on its Web site (www.the-dmef.org) and further information can be obtained directly from the schools and their Web sites.

The directory, The Direct Marketing Market Place, (National Register Publications) lists hundreds of companies in the direct marketing field by business category. Included are key contacts, addresses and phone numbers, and brief corporate descriptions.

The Direct Marketing Association's very extensive reference Library and Resource Center is available by appointment (212.768.7277; extension 1930). It's free of charge to full-time students with ID for on-site visits. (For others, there's a fee for one-time use.) The Library contains a wealth of direct marketing information, including all books dealing with the subject, trade press, a database of articles, portfolios of DMA's award winning ECHO campaigns, and much, much more.

Full-time students (with ID) can now join the Direct Marketing Association for a nominal annual fee. Among the many benefits is online access to DMA's library. Detailed information about membership benefits can be found on their Web site (www.the-dma.org/dmef).

Internships help you gain actual work experience in direct marketing... a chance to turn theory into practice. The Direct Marketing Educational Foundation and some of the local clubs sponsor internship programs. (www.the-dmef.org) DMEF encourages DMA members to post internships on its online Job Bank

Full-time students interested in gaining hands-on experience might want to enter the Leonard J. Raymond Collegiate ECHO Awards Competition. Student teams act as direct response agencies, plan the marketing and creative strategies, the campaign, construct the budget, and project the results for an annual major corporate sponsor.

Valuable prizes aimed at furthering direct response education (including attendance at a DMA Annual Conference or a local Direct Marketing "Days" or reference books) are available for winning teams and faculty advisors. Honorable mention certificates are awarded for creativity, marketing, budgeting, and most innovative campaign concept.

Full-time juniors, seniors, and graduate students can apply for DMEF's four-day "Collegiate Institutes." These competitive seminars include the basics of direct marketing and direct response advertising and are taught by leading practitioners.

Along with other academic programs, DMEF also provides general career information and various resources for faculty members. For more information about the programs of The Direct Marketing Educational Foundation, contact DMEF, at 1120 Avenue of the Americas, New York, NY 10036-6700; 212.768.7277; ext. 1512 or visit the Web site (www.the-dmef.org).

Where Are the Jobs And How Can I Find Out About Them?

Although New York, Chicago, and Los Angeles are often referred to as direct marketing "centers," jobs can be found in increasing numbers throughout the U.S. and abroad. Consult local classifieds and/or trade press advertisements, Web sites, online job banks, and listings in club/association newsletters.

Several executive recruiters deal with direct response positions, but rarely at the entry level. Entry-level applicants will have to take the initiative by reading local and trade publications, reviewing classified sections, consulting Web sites, reading annual reports, networking, making contacts with college alumni working in direct marketing, joining local organizations, etc.

Job Banks/Online Resources

The DMA Yellow Pages: (www.thedirectmarketingsearch.com). This is a directory of DMA member service companies (suppliers) that can be a great resource for developing a prospect database.

The DMA Job Bank (www.the-dma.org/jobbank). Although many jobs require experience, there are entry-level openings from time to time. Students can gain a good idea of job titles and required skills. Job seekers must register (free) to post their resume. The site also contains relevant articles about the job search, etc.

www.directmarketingcareers.com. This site links employers and job seekers in the direct marketing field. Most listings require experience, but there may be entry-level opportunities, too. The site also lists internship opportunities. Its "Additional Services" page lists links to other sites which can help with important information like cost of living comparisons, real estate needs, resume preparation and much more. If you're a "passive" job seeker, you can sign up to receive automatic e-mails informing you whenever new jobs are posted that could be a fit for you.

A Word About Salaries

Dozens of variables for each job function make it practically impossible to quote typical salaries. Salaries depend upon the location of the company, its size, the job responsibilities, benefits, and so forth. Job seekers would be advised to consult local classifieds to determine the "going rate" or range for a particular job title.

Entry-level salaries in direct marketing are competitive with salaries in other areas of marketing and advertising, but due to direct marketing's testability, measurability, and accountability, opportunities for advancement are much greater. While salary is an important consideration, it should never be the sole deciding factor. Responsibilities, educational and learning opportunities, and promise for future advancement are equal, if not more important considerations.

Marketing Yourself

Marketing yourself is the most important job you will ever do. Just as you would do research before marketing a product, you must do research about your own goals, likes and dislikes, and strengths and weaknesses, and research prospective employers.

The information you glean from directories, annual reports, trade publications and through personal contacts, will serve to make up your own personal "database" of prospects rather than "mass-marketing" yourself. The research will help you target your resume to your best prospects.

The job hunter who uses direct marketing techniques in developing a personal marketing plan, creating the resume and cover letter, and doing follow-up, can be much more successful in the job search. Similar to the way you want your prospect to act immediately and buy your product or service, you want that employer to act... by calling you for an interview and then by hiring you!

Remember that your resume is your ad; your cover letter is your sales pitch; your interview is your sales call; and your thank you letter is your follow-up. Don't do anything that you wouldn't do in marketing a product or service.

The cover letter and resume won't get you the job, but they can lose it for you if you do not proof carefully, confirm titles of individuals to whom you are writing, and specify the job you want. Remember to keep your resume benefit-oriented, telling what you can do for the company, stressing accomplishments rather than responsibilities. List only relevant information... information which will help you get the job you are seeking.

The Direct Marketing Educational Foundation, Inc.
1120 Avenue of the Americas
New York, NY 10036-6700
212.768.7277
www.the-dmef.org

Reprinted from Successful Direct Marketing Methods
By Bob Stone and Ron Jacobs
Seventh Edition, 2001
With permission from McGraw-Hill

Paper and printing provided by
Marcene H. Christoverson
St. John Associates, Inc.
Bronx, NY

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