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Lori Lee oversees AT&T Latin America, a business unit operating under AT&T Inc., a global leader in communications, media and entertainment, and technology. She also serves as global marketing officer for AT&T Inc.
Channels available include a variety of media: cell phone text messaging, email, websites, online adverts, database marketing, fliers, catalog distribution, promotional letters. Use of television advertisements, newspapers, magazine advertisements, and outdoor advertising are not direct, although they may have a direct response aspect, such as an 800-number.
With the expansion of digital technology and tools, direct marketing is increasingly taking place through online channels. Most online advertising is delivered to a focused group of customers and has a trackable response.
Mobile Applications: Smartphone-based mobile apps contain several types of messages. Push Notifications are direct messages sent to a user either automatically or as part of a campaign. They include transactional, marketing, geo-based, and more. Rich Push Notifications are full HTML Push Notifications. Mobile apps also contain Interactive ads that appear inside the mobile application or app; Location-Based Marketing: marketing messages delivered directly to a mobile device based on the user's location; QR Codes (quick-response barcodes): This is a type of 2D barcode with an encoded link that can be accessed from a smartphone. This technology is increasingly being used for everything from special offers to product information. Mobile Banner Ads: Like standard banner ads for desktop Web pages but smaller to fit on mobile screens and run on the mobile content network
Other media, such as magazines, newspapers, radio, social media, search engine marketing and e-mail can be used to elicit the response. A survey of large corporations found e-mail to be one of the most effective forms of direct response.
Another form of direct marketing, insert media are marketing materials that are inserted into other communications, such as a catalog, newspaper, magazine, package, or bill. Coop or shared mail, where marketing offers from several companies are delivered via a single envelope, is also considered insert media.
Without effective interventions, the campaign strategies and practices we have documented in this paper will become increasingly sophisticated in coming elections, most likely with little oversight, transparency, or public accountability. The digital media and marketing industry will continue its research and development efforts, with an intense focus on harnessing the capabilities of new technologies, such as artificial intelligence, virtual reality, and cognitive computing, for advertising purposes. Advertising agencies are already applying some of these advances to the political field (Facebook, 2016; Google, n.d.-a; Havas Cognitive, n.d.). Academic scholars and civil society organisations will need to keep a close watch on all these developments, in order to understand fully how these digital practices operate as a system, and how they are influencing the political process. Only through effective public policies and enforceable best practices can we ensure that digital technology enhances democratic institutions, without undermining their fundamental goals. 153554b96e