This is the message that Justin Basini, Capital One's most senior marketer in Europe, will deliver in his headline speech at the Marketing Direct Forum in May.
Basini, who worked at companies including Procter & Gamble and Deutsche Bank before joining Capital One, will talk about changing consumer perceptions of direct mail and the company's mailing strategy within a wider marketing context.
"In the UK, direct marketers need to recognise that direct mail is, at some level, very unpopular," says Basini. "Basically we will kill the industry if we continue to do what were doing. The way out is to focus on strong propositions delivered in an engaging way, and that doesn't necessarily mean through a direct mail pack."
Basini will give the plenary talk at the Forum on 30 May. Other speakers at the event include Mads Moller, vertical head of technology at Google, Matt Button, CRM and database marketing manager at Lexus and John Sheekey, marketing director at Nectar.
Basini assumed responsibility for UK direct marketing in February after the departure of Arjan Dijk, Capital One's former director of UK marketing.
The forum will take place at the Marriott Forest of Arden Hotel in Warwicksire from 30 May to 1 June. For more information, contact Ping Ma on 020 8267 4225 or visit www.haymarketevents.com.
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