marketing technique which consists of sending promotional message directly to those individuals who are most likely to be interested, rather than to everyone; or customizing the message for each individual recipient.
Selling via a promotion delivered individually to the prospective customer. Direct marketing differs from general marketing in that the result of the promotion is measurable in terms of the response. Direct marketing is largely dependent upon the use of customer files and lists. ( See Data Base )
Marketing via leaflets, brochures, letters, catalogs, or print ads mailed or distributed directly to current and potential consumers. The direct marketing industry has grown enormously as a result of increasingly specialized mailing lists.
Marketing efforts, in total directed toward a specific targeted group--direct selling, direct mail, catalog or cable--for soliciting a response from customer. A library may mail a library registration card to every new mother in the hospital.
Direct marketing differs from general marketing in that the result of a promotion is measurable in terms of response. Direct marketing is also largely dependent upon the use of customer files and lists. Direct marketing is utilized by virtually every type of business and organization; however, the primary users are magazine publishers, catalog houses, political campaign organizations, and financial institutions.
This is a sales generating section of the insurance company that deals with clients directly and sells financial products - normally non-complex products - directly to the client without the assistance of an intermediary. It is usually done by means of mail shots, telephone sales or media advertising.
A planned system of contacts seeking to produce a lead or a sale. One method is marketing via direct mail delivered directly to the individual prospective customer. Direct marketing generally uses a database and can be measured in costs and results. See Personal Marketing.
Marketing that aims for an immediate action, response or sale (as opposed to “awareness”) from its intended audience, who are often directly targeted through personalized communications (such as mail or e-mail). David Ogilvy considered direct his “secret weapon,” though most mainstream agencies still regard direct as a bastard step-child of “real” brand advertising -- you know, the kind that wins awards, regardless of its actual effectiveness.
An information-driven marketing process managed by database technology, that enables marketers to develop, test, implement, measure, and appropriately modify customised marketing programs and strategies. The objective is to effect a measurable response and/or a transaction.
A direct communication to a customer or business that is designed to generate a response in the form of an order, a request for further information, or a visit to a store or other place of business. (Also called Direct Response Advertising)
A 1 to 1 marketing approach that views any medium as a means of reaching a specific audience with the objective of improving organisational performance. Direct marketing necessitates the ongoing use of a marketing database. See our definition at the beginning of this glossary.
Direct marketing is any method of distribution that gives the customer access to an organization's products and services without intermediaries; also, any communication from the producer that communicates with a target market to generate a revenue produci
Using any media including press, internet, direct mail and telemarketing, direct marketing uses response mechanisms to drive enquiries to your product and maximize sales. All direct marketing can be monitored and analysed against costs and results.
Advertising that involves a "direct response" (which is an equivalent term) from a consumer - for instance an order form or coupon in a book-review section or in the back of a book, or mailings (direct-mail advertising) to a group presumed to hold a special interest in a particular book.
All forms of direct response advertising that is looking for an immediate, direct sale including DRTV, direct mail, radio and print, the internet, direct videos, catalogs sales and mail order, and network marketing (Multi-Level).
A decision by a company's marketers to select a marketing channel which avoids dependence on marketing channel intermediaries and to focus marketing communications activity on promotional mix ingredients which deal directly with targeted customers. p. 468
The method by which a merchant solicits business to a population that did not ask to be solicited (i.e. "junk mail"). It is often mistakenly confused with terms like, "mail order" and "telephone order." A merchant that sends catalogs or brochures to a mailing list of past customers is not a direct marketer, but a merchant who sends catalogs or brochures to everyone in a geographic area is a direct marketer.
Names and addresses of consumers are obtained from a credit bureau based on a number of criteria requested by a store or company. Then the consumer receives a mailing, generally offering a product or service. Catalogs are the largest users of direct marketing.
Any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order (direct order), a request for further information (lead generation), and/or a visit to a store or other place of business for purchase of specific product(s) or service(s) (traffic generation).
Marketing done directly to the prospective end user, or individual book buyer, usually in mail solicitations. The seller bypasses wholesalers and distributors. Direct marketing targets highly specific groups, and thus requires carefully-built mailing lists.
Takes Four Major Forms – Mail-order selling - mailed letters, fold outs, catalogs. Mass-media selling - direct response ads in newspapers, magazines, radio, and TV. Telephone selling. On-premise selling - door to door, home demonstration parties.
Direct marketing is a discipline within marketing that is used when measurable leads, sales, or traffic (retail or web) are the objective. A direct marketing effort is undertaken to generate a specific response -- which can be tracked and measured.