Direct Marketing is an interactive mode of marketing through which the marketer reaches out to his target market at any location. . An analysis of this definition brings out three key elements, namely:
1) It is an interactive system in the sense that there is a two-way communication between the marketer and his/her target market; the response or non response of the customer completes the communication loop in the direct marketing programme.
For example, when the customer fills in the response coupon in an advertisement or a catalogue and mails it, he/she communicates to the marketer and hence completes the communication loop.
2) Another element is measurability of response. As mentioned above the number of coupons received indicates the response rate to the marketer’s communication.
3) Direct marketing activities are not location specific; it is not necessary for the customer to physically interact with the marketer, he/she can establish a contact through mail, phone, fax, or the internet.
As mentioned above, direct marketing is an efficient way to promote and sell products and services in a highly competitive market. The goal of direct marketing is always a response
from the customer. Direct marketing has also been known by other terms like direct selling, mail order selling or catalogue selling.
Today direct marketing uses all these tools and is based on a customer database.
In fact the key to successful direct marketing is the development of this database.
1) It is an interactive system in the sense that there is a two-way communication between the marketer and his/her target market; the response or non response of the customer completes the communication loop in the direct marketing programme.
For example, when the customer fills in the response coupon in an advertisement or a catalogue and mails it, he/she communicates to the marketer and hence completes the communication loop.
2) Another element is measurability of response. As mentioned above the number of coupons received indicates the response rate to the marketer’s communication.
3) Direct marketing activities are not location specific; it is not necessary for the customer to physically interact with the marketer, he/she can establish a contact through mail, phone, fax, or the internet.
As mentioned above, direct marketing is an efficient way to promote and sell products and services in a highly competitive market. The goal of direct marketing is always a response
from the customer. Direct marketing has also been known by other terms like direct selling, mail order selling or catalogue selling.
Today direct marketing uses all these tools and is based on a customer database.
In fact the key to successful direct marketing is the development of this database.