The Marketer's Handbook: Reassessing Marketing Techniques for Modern Business

DIRECT MARKETING

Application: Market Communication, Sales

The Concept

Direct marketing is the practice of communicating to intended buyers through personalized written or digital messages, as opposed to “above-the-line” broadcast advertising. The most common form of modern direct marketing is, of course, via the web. This is so routine that it is easy to forget that direct marketing is a broad category of work with some common principles. It can range from a letter with a printed insert to elaborate creative campaigns, such as sending multi-media messages complete with the MP3 or DVD equipment on which to play them. It includes: database marketing, direct mail, catalogue marketing, telemarketing, direct and response marketing. It can be used with consumers and businesses; it is also used in international marketing campaigns.

Direct communication requires an accurate and up-to-date database of contacts (something harder to achieve than might be imagined), a relevant offer, clear written technique, and a concise message. It is most effective when part of a relationship with customers (see relationship marketing) or when the customer has given permission to be contacted in this way. This, though, is an act of trust. Most people detest direct mail, whether physical or email. It irritates and frustrates them to receive unwanted mailers, however attractive. By giving a supplier permission ...