Direct Marketing

Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include Cell Phone Text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.

Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are:

  1. Marketing messages are addressed directly to the customer and/or customers. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and United States and international postal addresses.
  2. Direct marketing seeks to drive a specific "call to action." For example, an advertisement may ask the prospect to call a free phone number or click on a link to a website.
  3. Direct marketing emphasizes trackable, measurable responses from customers — regardless of medium.

Direct marketing is practiced by businesses of all sizes — from the smallest start-up to the leaders on the Fortune 500. A well-executed direct advertising campaign can prove a positive return on investment by showing how many potential customers responded to a clear call-to-action. General advertising eschews calls-for-action in favor of messages that try to build prospects’ emotional awareness or engagement with a brand. Even well-designed general advertisements rarely can prove their impact on the organization’s bottom line.

Read more about Direct MarketingPopularity of Direct Advertising, History, Benefits, Challenges and Solutions, Direct Marketing Channels

Other articles related to "direct marketing, marketing, direct":

Shirrel Rhoades - Publishing Career - Direct Marketing
... He was nominated for the Direct Marketing Association Hall of Fame in 1997 and again for the Circulation Hall of Fame in 1998 ... During the 1980s, he was chairman of the Consumer Marketing Committee for Magazine Publishers of America and a member of their Finance Committee ...
Locator Map - Common Uses - Commerce - Direct Marketing
... maps that can be tailored to individual consumers in direct marketing campaigns ... Major types of direct marketing locator maps are Single Location A single business location is shown with major street and road connections ... is not required because the map does not change for each direct mailing ...
Loyalty Marketing - History - Direct Marketing Pioneers - Wunderman: Direct Marketing Genius
... revolutionize the market industry and therefore be used as an innovative model for marketing products and creating customer loyalty ... The term "direct marketing" was coined long after Montgomery Ward's time ... identified, named, and defined "direct marketing" ...
Direct Marketing Channels - Grassroots/Community Marketing
... is a business-to-consumer form of direct marketing used extensively by restaurants, fast food companies, and many other business focusing on a local ... Similar to direct mail marketing, this method is targeted purely by area and community, and costs a fraction of the amount of a mailshot, since it is not necessary to purchase ...

Famous quotes containing the word direct:

    Computer mediation seems to bathe action in a more conditional light: perhaps it happened; perhaps it didn’t. Without the layered richness of direct sensory engagement, the symbolic medium seems thin, flat, and fragile.
    Shoshana Zuboff (b. 1951)