Direct Marketing

Direct marketing means direct communications with carefully targeted specific consumers to get an immediate response.  Interactivity is necessary to this process.  The marketing manager has to remember that direct marketing is not new. Catalos companies, direct mailers, and telemarketers have been utilizing the approach for years.  On the other hand, developed database technologies and new media (modems, computers, the Internet, fax machines, e-mail and online services) have changed the direction and behaviour of direct marketing.  Most of the direct marketers see direct marketing as playing an even broader role than merely selling products and services. Mass marketing is targeting largely along with standardized messages and marketing  offers distributed through intermediaries.  Currently, there is a trend toward more narrowly focused or one-to-one marketing (called as direct marketing). This schema is being accepted a primary and supplemental both approach.

What is Direct Marketing?

Typically Mass marketers have sought to reach millions of purchaser with a single product and a standard message delivered through the media. Under this mass-marketing model, most of the marketing involved one-way Communications aimed at consumers, not two-way interactions with them.

Direct marketing simply consists of direct communication with carefully targeted particular consumers to both get an immediate response and cultivate enduring Customer relationships. Direct marketers communicate with consumers directly, often on a one- to-one, interactive basis. Currently, improved databases allow more sophisticated direct marketing and tailoring of marketing attempts. Beyond image and brand building, direct marketers seek a direct, instant, and measurable consumer response.