What is direct marketing? Direct marketing is basically a form of communication in which companies convey an offer, through the use of direct mail, phone calls or flyers to an invited target consumer and provide a way for a direct reply. Among traditional practitioners, it’s also called mass response marketing or direct response advertising.
It’s used in a variety of situations. One example is direct mail order catalogs. These ads are available in both paper and electronic formats and usually include catalogs that contain products that have been either newly stocked or discontinued. Other examples include TV and radio ads, real estate ads and catalogs from specific companies.
Direct marketing also includes the use of television and radio commercials. These TV and radio ads can be a one-time thing, or they can be a repeated thing. In some cases, the marketing message is broadcasted over again, like with the TV and radio commercials for big-name products. However, this kind of marketing doesn’t just stop there. Instead, the product being advertised sometimes goes on a “deal break” so customers can purchase more of the product when they get a chance.
Direct marketing allows marketers to test markets in a controlled environment, which allows them to determine how well their product is advertised. For example, if a market segment has a low response rate, marketers can send more messages to that segment until it begins to respond. The marketers then make changes to their message and make them more appealing to the target consumers. They may add coupons to entice the consumers into purchasing more or add incentives for the purchase.
Another way in which what is direct marketing campaign differs from other kinds of advertising is that it doesn’t necessarily include the distribution of promotional materials. Most forms of marketing campaigns give out flyers, business cards, or other forms of print media. What is unique about a direct marketing campaign, however, is that the product distributed to potential customers is given directly to the person who will be making contact with those customers, rather than the person who will be receiving the materials. This eliminates wasted resources, which in some cases, can make a marketing campaign less effective.
Direct marketing allows marketers to test markets in a controlled environment. This allows them to see how well the advertising works without spending money on expensive advertising means, such as radio or television spots. The results can be very impressive, because the testing of direct marketing allows marketers to determine what works and what doesn’t. In many cases, what is unique about this type of advertising is that it targets specific groups of consumers to ensure that the right message is sent to the right group.
Another unique aspect to this type of campaign is that it doesn’t always require expensive media employed by marketers. Television and radio advertising can be very expensive, but can still be quite effective if it is done properly. When creating a direct campaign, however, a marketer can bypass the need for expensive media, such as radio and television and use their resources more efficiently. By focusing on consumers in their homes, a marketer can send messages through home entertainment systems and on personal devices such as hand-held phones that reach thousands of consumers at once.
One of the most unique aspects of what is direct marketing is that a marketer can target anyone who wants to receive their marketing materials. Instead of only targeting consumers in grocery stores, marketers can create mail-order catalogs that are available to anyone interested in what is direct marketing. This gives a marketer a great deal of flexibility, because no one is forced to read their mailer unless they opt-in, and the cost of mail order catalogs is much lower than the cost of television or radio advertisements. In fact, mail order catalogs can usually be sent for as little as a few cents per piece, a far cry from the costs associated with other types of direct marketing.