What is direct marketing?
Direct marketing is a marketing material sent directly to the consumer that is designed to create an immediate action. The action usually refers to creating sales, but it could also refer to other responses such as providing personal information or attending and event.
With major changes in the socio-economic environment consumers seek better value, and with shorter distribution channels often direct marking has become more affordable.
Here are 3 main types of direct marketing
1. Post-mail marketing
Also known as bulk mail, this refers to advertisement delivered by post to the consumers whom the marketer wishes to influence. This could take a form of letters, postcards, calendars, catalogues, prices lists etc.
The problem with post mail marketing is the fact that most consumers consider it to be intrusive, refer to is as junk mail and they usually don’t take the time to open and read through the intended message.
2. E-mail marketing
This is when businesses send marketing messages to a group of people using email.
3. Door to door
This is a type of direct marketing, whereby business personally deliver their messages or sample products directly to the potential consumers’ door. This offers creative freedom as there are no restriction on size, shape or design.
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Chitty, W., Barker, N., Valos, M., Shimp, T., 2012. Integrated Marketing communication Asian pacific edition. 3rd ed. Australia: Macmillan publishing services.
Kotler, P., Adam, S., Brown, L., Armstrong, G., 2001. Principles of Marketing. 10th ed. Singapore: Kyodo Printing Co..