Response Magazine's 20th Annual State of the Industry Report

Headnote

Members of the magazine's Advisory Board speak out on the current state of the performance-based marketing industry.

"It's a vibrant time to be in this business," says Doug Garnett, founder and CEO of Portland, Ore.-based Atomic Direct. "The television industry is healthy, there's a strong competitive environment, and those clients and agencies who are open to new things have almost unlimited potential ahead of them."

Garnett and other members of the Response Advisory Board have some reasons for a positive outlook as we gather them together for the 20th time to take part in our annual State of the Industry report - a story where we ask these leaders to analyze current trends and make predictions about the future of the performance-based marketing world.

"I'm continually impressed by the speed and quality of product and marketing innovation we see in our industry," says Richard Stacey, president and CEO of Toronto-based Northern Response Inti. Ltd. "We are one of the few industries where somebody can go from showing their invention on 'Shark Tank' to being on air at QVC or on the shelf at Walmart in a matter of months."

Today, though, as consumers gain more control over when, where, and how marketing messages reach them - and gain more outlets to react to those messages, as well as to purchase the products they want - the ever-expanding list of marketers now utilizing direct, digital and data-driven tactics are using new technology, laser-sharp focus, and an expanding array of media to obtain - and keep - customers.

Once again, we've asked the members of our Advisory Board to address a series of topics, including the expansion of omnichannel marketing, the shifting economy, the regulatory landscape, burgeoning mobile technology - and more.

What was the most significant accomplishment in the past year for direct, digital and data-driven marketers?

Tim Hawthorne, Hawthorne Direct: Although adaptation of technology is still low, marketers are beginning to understand the importance of how to engage consumers in varying marketing channels and measuring the integrated response. Data-driven marketers - particularly customer acquisition campaigns - are far ahead in technology adaptation and are using technology to get a greater sense of multiple key performance indicators (KPls) that measure short- and long-term efficiencies.

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