A trend is not a fad. A fad comes and goes quickly, while trends have staying power. Great ideas become trends when they are widely adopted beyond their original driving force.

Such is the case with the marketing trend of direct digital marketing — relevant digital marketing communications that are addressable to a specific individual with an email address, a mobile phone number or a Web browser cookie. As direct digital marketing continues to gain momentum in marketing circles, there is substantial evidence of its impact on development cycles for Software-as-a-Service (SaaS) providers.

SaaS products are uniquely equipped to make the most of emerging trends for a variety of reasons. They are cost-efficient, easy to implement and designed to adapt to changing market conditions with inherent scalability. The construction of on-demand software platforms has been impacted by the newest marketing trend: direct digital marketing.

The Data Mart

A natural evolution of both direct and direct response marketing, direct digital marketing is gaining increasing popularity because a relevant marketing message is its core principle. Consumers respond favorably to relevance regardless of industry, and marketers are just beginning to learn how to properly wield relevance and personalization techniques to meet and redefine sales goals.

Full Source