Sally Hooton previews this year’s iDi Marketers Forum (June 15-16, 2010; New York Hilton hotel)

Last year, the headline on my iDi preview article was: ‘Who dares, wins.’ With the benefit of hindsight, perhaps that should have read: ‘Who cares, wins.’

As it turns out, in the teeth of Recession 2009, it wasn’t about who dared to go out and do business – everyone who could afford the expenses was doing that! But it seems businesses which remain in contention are those that demonstrated how much they care about their customers and thus nurtured ever-closer relationships.

Of course, traditional direct marketers have been banging that particular drum for eons, flying the flag high and proud in favour of personal one-to-one service, despite being reviled as privacy invaders for their efforts!   

But, as the recession recedes, something quite extraordinary has resulted: bruised but wiser, more cash-conscious consumers have realised that direct marketing is actually akin to digital marketing . . . and they ‘get’ digital; they even like it! Halleluia!

So, as the first decade of the 21st century closes and we pick up the pieces of our shattered economies, all marketers have to do is harness that bonus goodwill and ensure onward-and-upward digital marketing techniques deploy all the very best of direct.

To quote the main character from a current and very popular ad campaign here in the UK (a meercat called Aleksandr Orlov: www.comparethemeerkat.com): “Simples!” 

It isn’t simple, of course. Direct marketers have spent years honing their skills and keeping abreast of all the latest and greatest ways to approach prospects and convert them into long-term customers. 

But there is a simple way for them to check they are on the right path to success: by asking the experts. And that’s where the iDi comes in . . .

•      How do you deploy search engine marketing? 
•      How do you operate a US mail order company across 16 countries? 
•      How do you improve on simple communications to make them relevant interactions? 
•      How do you develop ‘guanxi’ (a relationship with key business and government officials) in order to succeed in China?
•      How do you put social networking to work in your business?
•      How do you maximise mobile campaigns?

All of this and so much more will be discussed at length by no less than 26 top-level marketing gurus during the annual iDi Marketers Forum in New York next month. This major event is co-locating with the USA DMA’s Digital Marketing Days exhibition and conference and promises myriad ideas and practical tips on how to garner business strength into 2011 and the next decade.

But this event is not just about learning. The iDi is a great way to make new contacts and meet up to ‘press the flesh’ of business associates: the old adage that ‘people do business with people they know’ has never been more true than it is now, in the wake of the global recession. 

It’s been a long hard road, so the iDi also offers a party to enjoy! 

The forum has some very generous sponsors – go along and meet the experts (both during the conference and at the bar later!) from Brokers Worldwide, Capscan, Ceros, Data Services Inc, Direct Media Millard, Global-Z, Mardev and World Innovators.

All the above does rather beg the question: can you afford to miss this event? Well, if you care about customers – finding them and keeping them – you’d better book your iDi ticket now: www.idiforum.com

• This story appears in the all-new DMI News Extra newspaper. Out next week.