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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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The Direct Market

Direct marketing employs a variety of methods to reach the individual customer. Although the industry has a reputation for sending direct mail, there are actually distinguishing elements within the market:

  • Direct Mail—an advertising medium

  • Direct Response—an advertising technique

  • Mail Order—a marketing methodology

Direct Mail

Direct mail is an advertising medium similar to TV, newspapers, magazines, and radio. In the same sense, the web is also an advertising medium. Direct mail is dependent on customer lists and inquiries. It is used for prospecting to the home consumer as well as to the business-to-business consumer.

Direct mail may be used in conjunction with any other channel. For instance, retailers use direct mail extensively ...

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