Direct Marketing.

What is Direct Marketing?
Direct marketing is a channel free approach to distribution and/or marketing communications. So a company may have a strategy of dealing with its customers 'directly,' for example banks (such as CityBank) or computer manufacturers (such as Dell). There are no channel intermediaries i.e. distributors, retailers or wholesalers. Therefore - 'direct' in the sense that the deal is done directly between the manufacturer and the customer.

As mentioned above, 'direct' also in the sense that marketing communications are targeted at consumers by the manufacturers. For example, a brand that uses channels of distribution would target marketing communications at wholesalers/distributors, retailers, and consumers, or a blend of all three. On the other hand, a direct marketing company could focus upon communicating directly with its customers. Direct marketing and direct mail are often confused - although direct mail is a direct marketing tool.

There are a number of direct marketing media other than direct mail. These include (and are by no means limited to):

• Inserts in newspapers and magazines.

• Customer care lines.

• Catalogues.

• Coupons.

• Door drops.

• TV and radio adverts with free phone numbers or per-minute-charging.

• . . . and finally - and most importantly - The Internet and New Media.


Reference: http://www.smartplanet.com/people/