Critical issues and trends for the future of mail order.

A look at today's most pressing marketing issues, including privacy, environment, image, news media and more.

"At no time in this twentieth century has the dynamic and changing character of retail distribution been more in evidence than is the case today. This character of American distribution

The most interesting point to be made about McNair's statement is that it was made nearly 40 years ago in a text titled, "Significant Trends and Developments in the Postwar Period." Yet, it would be difficult to find anyone knowledgeable with direct marketing who does not agree that the statement concisely summarizes and accurately describes the economic and competitive environment of mail order today.

One method of trend analysis starts with a review of the issues that have been historically critical to marketers. Over the past decade, a short list of the top issues and trends for direct marketers would include:

* consumer privacy

* USPS: postal increases and deliver ability

* environment

* international marketplaces

* house file development and analysis

* service bureau usage

* alternate media

* computerization and automation

* personalization

* fragmented domestic markets

With some fine tuning, this historic list could be representative of the issues and trends that will impact the future of mail order. This article focuses on five of the critical issues and trends that will take direct marketers to the end of the decade--the year 2000:

1. The Image of direct marketing

2. Direct mail and the environment

3. Mergers, acquisitions and consolidation

4. Strategic partnerships

5. Alternative media and an interactive marketplace

The Image

Probably the most critical and global of all marketing issues and trends is the continual need for direct marketers to maintain and improve upon their image in the minds of consumers, businesses and government. For the most part, regardless of the positive contributions that marketers make to society (i.e. efficient and cost-effective methods for marketing and selling goods and services), they are often looked upon as intrusive, wasteful and even unethical.