Week 1

Gone are the days of yore. When beer pong, all-nighters and no classes ?til noon helped to guide us through our undergrad days until that magical day?graduation. I?m sure at the time it?s all we thought could be accomplished in our academic lives. Unless, of course, your like me and enjoyed the moment for oh, about a minute, because you knew there was so much more to learn. It?s kind of like when Charlie Sheen says in one of my favorite movies, ?I never knew how poor I was until I started making a little money.? Only, in this case, I never knew how little I actually knew until I started learning. (By the way, if you can guess the movie, you get the acclaimed ?Movie Star of the Week? award?yes, I just made that up).

So, I?ll try to get off my soapbox now and get on with my first week of class. Charged with providing insight regarding the speed with which Direct Marketing (DM) is growing, and thoughts on whether or not it would continue, class was pretty tolerable as Prof. Vanides eased us back into our nine-week DM journey. I suppose it?s what one might expect during the first week, which, in all honesty, I can say was relieving?after preceeding weeks of ambivalent anticipation about the nearing new semester. It was both excitement and trepidation sandwiched together between a hearty slice of work-related anxiety and a matching slice of a further dwindling social life. Might as well throw in a full glass of my Pug peeing on the carpet to wash the food down with, if you?ll pardon the imagery?must have lunch on the mind for some odd reason.

Anyway, the advent of the online-only program compared to the traditional desk and chair, has surely removed any possibility of coercing your professor to donate a generous extension if you?re?for whatever reason?falling behind in your studies. So, save the sob story. It?s the one difference that may make the average undergraduate cringe, but for yours truly and countless others in the IMC program, I?d venture to say that those iron-clad deadlines are what keeps us grad students ahead of the eight ball.

The week brought together those students in a forum fraught with energy, rich conversation, and some fairly deep insights. The truth is, the class consensus agreed that DM is moving with much more speed and success than traditional advertising. The assignment was no 20-page final, but for the first week it did take some thought to assemble a cogent argument. In a united front, despite the geographic and professional diversity of 17 perfect strangers, the class consensus moved that:

1) Life is exceedingly complex. Consumers have far less free time than ever, which means even less time spent on marketing efforts.

2) Technology is booming. The proliferation of the Internet is breeding more innovative and creative DM strategies. In addition, computers are enabling Direct Marketers (DMs) to employ more targeted campaigns, at lower cost, with less errors, and thus, with a higher potential ROI. Wireless technology advances are deepening consumers? need to stay connected?a boundless opportunity for DMs.

3) Consumers want to be touched. Demands for personalization in communications is rising as people vie more and more for a closer ?connection? with brands. Those companies that ?heed this need? will surely enjoy a greater loyalty to their brand(s).

4) DM is measurable. Lessons can be learned and campaigns can be enhanced for future launches.

Blogging about this experience is a rarity and a special privilege?even if I?ve an audience of one (you know, they say if you can reach one, you?ve accomplished something?at least that?s what I tell myself). But, an interesting phenomenon is this: I can?t blow-off reading my classmates? discussion postings anymore (if I were tempted). I mean, let?s get real for a second. With so much on our plates at any given moment, it?s easy to ?read? all of our classmates? insights without actually reading them, while still receiving credit. It?s tragic in a way, but I can?t be the only one who has willfully give into utter fatigue and fallen victim on more than one occasion.

My recommendation is for everyone to impose an embargo on this practice forever! Make the time?as infrequent as spare time is nowadays?to truly engage in the intellectual banter that takes place during the weekly discussions. Put your best foot forward as each week presents an opportunity to express your unique, yet valuable and views. I?ve committed to this and I?ve taken away more this week than I might have otherwise.

-J