As consumers become increasingly mobile and modern, marketers are scrambling to keep pace. For decades direct marketing has been a tool that drives real, measureable success for brands. At a campaign's conclusion it is easy to evaluate results, determine initial responses from stragglers, calculate the rate of sale closure, see average order size, and the like. As multiple campaigns conclude, the results are combined to forecast the success rate of future campaigns.

Although direct marketing excels at creating foot traffic, traditional direct marketing techniques require waiting for the results to trickle in slowly. If a campaign's results are not commensurate with the forecast, it is impossible to address any problems during the campaign. Traditional marketing channels also offer few opportunities for a true one-to-one conversation between brand and consumer.

In the key areas conventional direct marketing is lacking, digital marketing shines. Campaign results are immediate; real-time testing and optimization of campaigns is not only possible, it is easy. And rather than creating a series of disconnected one-to-one conversations, digital marketing allows for consumer engagement that not only captures a sale, but also builds loyalty over time.