Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include Cell Phone Text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.
Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are:
- Marketing messages are addressed directly to the customer and/or customers. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and United States and international postal addresses.
- Direct marketing seeks to drive a specific "call to action." For example, an advertisement may ask the prospect to call a free phone number or click on a link to a website.
- Direct marketing emphasizes trackable, measurable responses from customers — regardless of medium.
Direct marketing is practiced by businesses of all sizes — from the smallest start-up to the leaders on the Fortune 500. A well-executed direct advertising campaign can prove a positive return on investment by showing how many potential customers responded to a clear call-to-action. General advertising eschews calls-for-action in favor of messages that try to build prospects’ emotional awareness or engagement with a brand. Even well-designed general advertisements rarely can prove their impact on the organization’s bottom line.
Read more about Direct Marketing: Popularity of Direct Advertising, History, Benefits, Challenges and Solutions, Direct Marketing Channels
Famous quotes containing the word direct:
“However strongly they resist it, our kids have to learn that as adults we need the companionship and love of other adults. The more direct we are about our needs, the easier it may be for our children to accept those needs. Their jealousy may come from a fear that if we adults love each other we might not have any left for them. We have to let them know that it’s a different kind of love.”
—Ruth Davidson Bell. Ourselves and Our Children, by Boston Women’s Health Book Collective, ch. 3 (1978)