Direct 2.0 Blog

February 20, 2014 @ 12:51 pm
posted by Barry Sideroff


Back in the stone-age, when there was no big data or come to think of it, any data at all, marketing was fragmented. Cave paintings and smoke signals were often “off message”. With the gradual addition of new forms of communication, the problem became worse.

Fast forward to the age of Mad Men and we see advertisers using new, “modern media” such as TV, radio, print and even advertising delivered directly to a prospect’s mail box – can you believe it? Unfortunately, these ads were often produced by different people and the output for a single brand often looked like it came from different companies. In the age of mad men, and mad women, it was really hard to break through with a break-through brand.

Well guess what – advertisers did not stand for it! Enter the age of “integrated marketing communications”. It was brand organizations that transformed marketing by embracing this new paradigm with co-equal, multi-disciplinary teams, eventually including digital and social, all dedicated to meeting common goals and objectives.

Now fast forward yet again and you’ll find yourself in the era of “multi-channel marketing” which, in our opinion, is pretty much the same as integrated marketing. But a day does not go by without the introduction of a new buzzword and now, all the talk is about “omni-channel marketing”. But does omni-channel marketing really differ from multi-channel marketing and if so, what does it mean to you?

Wikipedia defines it this way:

“Omni-channel marketing is very similar to multi-channel marketing but is concentrated more on a seamless approach to the consumer experience through all available shopping channels, i.e., mobile internet devices, computers, brick-and-mortar, television, radio, direct mail, catalog, and so on.”

Here’s why it’s important and what we suggest

Omni-channel marketing relates not just to the advertising and promotional channels of communication we use, but to the channels of sales distribution as well.  In an omni-channel world, it does not matter where or how a consumer buys -- stores, websites, direct mail, catalogs, mobile platforms, social networks, home shopping, gaming, etc., as long as she buys.

 We think you should embrace omni-channel marketing, and absolutely let the consumer determine how she wants to hear and buy from you -- after all, it’s she who’s in control.  Listen to her, align with her wants and needs, and with a little bit of luck, you will succeed.

December 22, 2013 @ 12:34 pm
posted by Barry Sideroff


So we’ve made it through another year and are still standing. Some have continued on the path they’ve been on, and some have travelled new paths to discovery and opportunity.

At points in your career, I’m sure you’ve had old doors close and new doors open. I’m writing today about a new generation, individuals just as bright and just as energetic as were we when we entered the job market, having difficulty opening their first doors.

Graduates from top schools, particularly those who’ve studied technology or finance, or those with connections at senior levels, are doing all right. In fact, they’re actually doing quite well making more than we could have possibly imagined when we first started.

But many recent grads have not been so fortunate. They are often saddled with very high debt. Many have not had luck finding a meaningful job with any sort of potential. Some have jobs and are paying their way, but hate what they do and are disillusioned.

We’ve read that this is the first generation that does not expect and will likely not do as well as its parents. And, given the delays and false starts many are experiencing, they will likely suffer the effects of what they are going through for years to come.

I’m pretty lucky that both of my kids are doing okay. They’re not making tons of money but love what they do. My daughter is a bone marrow transplant coordinator at a major cancer center in New York and my son, a production assistant at a major broadcast network. They both find themselves in careers that are fulfilling which they will likely stick with for a while.

But many of their friends have not been so lucky. Some are making good money but absolutely hate their jobs. Some are making no money at all but love what they do. Some, for whatever reason, have not yet found their way.

About two years ago, one of my son’s good friends came to me for advice. I guess it was good advice because another approached me shortly thereafter seeking the same. Today, I’m coaching several on a fairly frequent basis.

The advice I’m giving covers all sorts of topics… how to monetize a website, build a solid resume, explore new areas of opportunity… those kinds of things. What I’m liking about this is that much to my amazement, they find me to be relevant and, I know they are benefitting because they keep coming back for more.

So as the new year approaches, if you’re looking to make a resolution, why not resolve to make a difference by making yourself available to a recent grad, or a vet, to lend a hand, advise and suggest, and if you can, open a door or two. I’ve found this to be one of the most fulfilling things I’ve done in a really long time. I’m sure you will too.

A lost generation? Not if I can help it.

Wishing you and all those you love a wonderful holiday season and a happy, healthy and prosperous New Year.

August 19, 2013 @ 1:27 pm
posted by Barry Sideroff

DVI is now a channel marketing partner of iNovum, LLC, based in Saratoga Springs, NY, enabled to see the full suite of Mind Genomics® solutions described by Malcolm Gladwell as “the next generation of predictive analytics”.

Developed by Dr. Howard R. Moskowitz, Mind Genomics is a quantitative, empirically based profiling methodology which cuts across traditional demographic, psychographic and behavioral segmentation by aligning directly with individual mind-sets. It can be applied to any B2C or B2B category to improve return on marketing investments.

How Mind Genomics Works

Mind Genomics is built on the science of Rule Developing Experimentation (RDE) created by Dr. Moskowitz in cooperation with Prof. Jerry (Yoram) Wind of the Wharton School of Business. It is based on the principle that perception drives behavior, purchase and consumption. It uses a variation of conjoint analysis as its statistical basis.

About H. R. Moskowitz, Ph.D.

Dr. Moskowitz is Chairman of iNovum, LLC. He is an experimental psychologist and an inventor of world-class marketing research technology. Howard holds a Ph.D. from Harvard and lectures there and at Wharton. He’s won numerous awards, including the David R. Peryam Award and the Charles Coolidge Parlin Marketing Research Award for his substantial contributions and dedication to the advancement of marketing research practices. Most recently, Howard won a Bronze Edison Award based on work done in the emerging science of Mind Genomics and the technology of informatics.

To learn more about Mind Genomics, contact Barry Sideroff at