Direct marketing is a form of advertising that reaches its audience directly through multiple channels including direct mail, email, telemarketing, social media, catalogues, online advertising, interactive television, etc. With Direct Marketing businesses communicate straight to the consumer with advertising techniques such as flyers, catalogue distribution, promotional letters, and telemarketing.
Direct Advertising is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it sends its message directly to consumers, without the use of intervening commercial communication media. The second characteristic is the core principle of successful Advertising driving a specific “call to action.” This aspect of direct marketing involves an emphasis on trackable, measurable, positive responses from consumers regardless of medium.
Direct marketing is practiced by businesses of all sizes – from the smallest start-up to the leaders on the FTSE 100. A well-executed direct marketing campaign can offer a positive return on investment as the message is not hidden with overcomplicated branding. Instead, direct advertising is straight to the point; offers a product, service, or event; and explains how to get the offered product, service, or event.
