Marketing Plan Success, Version 5.0
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100% Customizable, 36-page Marketing Plan Template to Focus Your Marketing Spend Where It Counts
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What is Direct Marketing?
Direct marketing is done by sending a message directly to consumers. It is often in the form of mail, telephone calls, door-to-door sales, catalogs, postcards, email, package inserts, or any other media that doesn’t place the message on a third party medium. If the ad medium asks the customer to take a specific action, such as complete a survey, call and 800 number, or return a response card it is considered to be direct marketing.
Direct marketing is unique in that it focuses on measurable results, or response, regardless of what medium is used. Because the results of a direct marketing campaign are easily measured it is attractive to many companies. A company can calculate how much of its business comes from its direct advertising ventures.
Many marketers like this form of advertising, but if you choose to send ads through the mail or email you have to be careful that your customers don’t perceive what you are sending them “junk-mail” or “spam”. Direct marketing via mail is decreasing in popularity as internet and infomercial type advertising become more widely used.
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