Direct marketing is advertising from a manufacturer or
front-end supplier directed to the ultimate consumer of a
product or service. Another way of looking at direct marketing
is selling to a consumer directly, whether is from a printed
magazine campaign, TV or radio spot, or from a direct mail
package. It means that salespeople are not physically moving
your product; promotions are. Direct marketing is a simple
approach but also can be useless if not done right.
In today’s worldwide marketplace, direct marketing takes on many
different shapes and sizes. Some companies use direct marketing
as just one of the ways to sell their product. Others use direct
mail ads exclusively to attract their buyers. For most, direct
marketing is integrated into the entire scope of a marketing
Smart direct marketing people are using more and more
sophisticated ways to reach their target market. Databases are
used to examine who would be their most likely customers. Their
habits are tracked in a number of ways including questionnaires,
polls, studies, and by placing “cookies” on their computers to
track their movements on the Web.
The most common and most recognized form of direct marketing is
a direct-mail campaign. A database is generated to form a list
of potential customers and specific information and promotions
are aimed especially for them. This gets the information
directly into the hands of the people most likely to purchase
the products being offered.
Direct marketing offers advantages over other forms of marketing
such as network marketing and broadcast marketing. With direct
marketing, you can target a very specific group. A company can
make the campaign large or small, depending on their budget. Ads
can be test marketed to see if the response rate is good before
a larger campaign is started. Also, you can customize your
direct marketing efforts to your former customers by compiling a
database from past orders.