Direct RELATIONSHIPS, not just direct marketing

Maybe it's not about direct marketing but about direct RELATIONSHIPS.  Yeah, consumers need to have a RELATIONSHIP these days with their brands.  Brands who are not good citizens or custodians of the customer's data, etc. will not be around or successful for very long.

Live at the bottom of the funnel.  Form relationships.  CRM, lifetime value, not just quick wins and bang for the buck.  Be responsible.