Chapter 12 Direct marketing – a world of data and innovation

Direct marketing has earned the reputation of being at the down-and-dirty end of marketing. It’s a world of fliers, junk mail, personalised letters with lots of underlining, envelopes with photographs or tokens inside to stimulate the ‘giving muscle’ and a world of call centres in India bothering you on Sunday afternoon about some alleged problem you might have with your heating bill. That’s the bad news.

The good news is we are trading direct more and more and the skills in this business are improving.

How direct marketing works

Direct marketing is about directly marketing to people on a one-to-one basis. It depends on creating and being ...

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