DEFINITION OF DIRECT MARKETING (DM)

WHAT IS DIRECT MARKETING?

Direct Marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing.

1. The first is that Direct Marketing is not mass marketing. It is targeted marketing for a select group of recipients who have been defined or qualified or solicited and have requested or have granted permission to be communicated with.Messages are sent directly to recipients, who could be consumers or businesses.

2. The second characteristic of Direct Marketing is that it features a specific “call-to-action”- it is interactive that is measurable. This includes but is not limited to the following: (a) an interest to know more or to try ; (b) an intention to attend an event or to make a purchase of a product or service, a donation, a recommendation and a redemption.

Direct marketing uses a range of communication channels that include, but are not restricted to: direct mail; direct response advertisements in newspaper, television, radio; mail order catalogue or telemarketing; and electronic or interactive media such as email and mobile applications.