Direct Marketing
Direct marketing is a sub-discipline and a type of marketing. There are two main definitional characteristics which distinguish it from other type of marketing. The first is attempts to send direct message to the consumers without the use of intervening media. This involves commercial communication like direct mail, email, telemarketing) with consumers or businesses, usually unsolicited. The second is that is focused on driving purchases that can be attributed to a specific “call to action. Aspect of direct marketing involves an emphasis on trackable, measurable positive and not negative responses from consumers.
History
The term direct marketing have been first used in 1961 in a speech by Lester Wunderman, who pioneered direct marketing techniques in the best companies like American Express and Columbia Records.
Direct marketing history in Europe can be traced to the 15th century.
Benifits and Drawbacks
Direct marketing is attractive to many marketers, because in many cases is positive effect can be measured directly.
While many marketers like this form of marketing, some direct marketing efforts using particular media have been criticized for generating unwanted solicitation. Some consumers are demanding an end to direct marketing for privacy and environmental reasons. Which direct marketers are able to provide by using “opt out” lists, variable printing and more targeted mailing list.
Type of Direct marketing
- Direct mail
- Telemarketing
- Email Marketing
- Broadcast faxing
- Voicemail Marketing
- Couponing
- Direct response television marketing
- Direct selling
