Direct marketing is a targeted form of marketing that directly communicates a promotional message to potential customers for the purpose of convincing them to purchase a company’s product or service. It involves no middleman and can be conducted via direct mail, text messages, catalogs, phone calls, emails, and door-to-door visits. Examples of popular direct marketing strategies include email marketing, mobile marketing, social media marketing, and direct mail.
Email marketing involves sending promotional messages, special offers, and other information to an existing or potential customer via an email. Mobile marketing reaches consumers through SMS text messages, mobile apps, and other mobile technologies. Social media marketing utilizes social media platforms such as Twitter, Facebook, and Instagram to promote products and services. Finally, direct mail involves sending promotional mailers, catalogs, brochures, and other materials directly to consumers via post.
Direct marketing has many advantages over mass advertising. It is more cost-effective, since only the people likely to need or be interested in the product or service are contacted. It also has a higher return on investment, since the likelihood of making a sale to a targeted customer list is higher. It is highly measurable, allowing companies to track and improve their campaigns with each mail or email cycle. It can also make the message personal, making the recipient feel as though it was meant just for them.
