SPAM SPAM SPAM
SPAM! is a new Wunderman project explaining why relationship marketing is nowadays much more effective than classical marketing for many brands. Yesterday the average U.S. consumer received 3,000 unsolicited messages from TV, newspapers, billboards, commercial emails and phone calls. The figure is rising all the time, and the consumer is starting to choke.
Perhaps back in 1985 when the figure was a mere 650 messages a day, it was fair to call all of this activity “advertising.” Today, a fairer word is “spam.” There has to be a better and more intelligent way to interact with customers and potential customers than spamming them. That way is relationship marketing.
In the past, the vast amount of jargon surrounding relationship marketing, and the tendency of its practitioners to talk data and blind their audience with science, obscured its principles. This publication sets the record straight. It sets out the simple, intuitive principles of relationship marketing. It points out the massive increases in efficiency that relationship marketing can bring. It shows that relationship marketing is the philosophy that finally makes the Internet work.