CDMA looks to the info highway

The information highway's impact on direct response marketing will mean online, one-to-one relationships that are more targeted and more segmented than ever before, says the cdma in its latest submission to the federal broadcast regulator.The Jan. 16 submission is the Canadian...

The information highway’s impact on direct response marketing will mean online, one-to-one relationships that are more targeted and more segmented than ever before, says the cdma in its latest submission to the federal broadcast regulator.

The Jan. 16 submission is the Canadian Direct Marketing Association’s response to the crtc’s call for comment on policy issues involving the information highway.

The brief to the Canadian Radio-television and Telecommunications Commission says new media such as cd-rom, electronic cataloguing and interactive kiosks represent faster, less intrusive ways of doing what direct response marketers have always done, and will move them along three continuums.

It says the first continuum is interactive technology that is moving advertising from mass communications to consumer-specific messages.

The second continuum is the ability of the consumer to initiate or respond in a specific way without having to deal with another person.

‘Increasingly, it will be the consumer who seeks out the marketer, rather than the marketer identifying and seeking out the consumer,’ the brief says.

‘The endpoint of this continuum is the realization of completely personalized home shopping in which consumers can sample items without leaving their home,’ it says.

The third continuum is the removal of location-related barriers.

For example, the brief says banking has already moved from the local branch to automated teller machines to telephone service.

‘Interactive technologies value dialogue over display,’ it says. ‘Hence, the consumer will be engaged in a dialogue, steering marketers toward meeting individual needs.

‘Interactive media will enable marketers to send messages to thousands or millions of people at a very low cost per capita. This reduction in cost to the marketer, in turn, reduces costs of products and services to the consumer.’