What is Direct Marketing? Definition of Direct Marketing, Direct Marketing Meaning and Concept

The direct marketing is sending personalized communications periodically by a company to each of its customers.

These communications are directed to a preselected audience, and never at random, through appropriate variables with the ultimate aim of deepening the relationship with it.

Although the Direct Marketing target, as we have said, must be very well on track, the preparation techniques are the same as in conventional advertising ↓

  • Creativity.
  • Production.
  • Diffusion.

Direct Marketing Methods

Two of the fundamental pillars for this personalized communication strategy to be successful are, without a doubt, the databases and the contact channels used.

The most widely used modern method of direct marketing is , through which those responsible for the company or institution send messages, which are usually news, news or promotions to their target defined by geographic area, age, sex or consumption habits.

Another more traditional method is the 'mailbox', by which companies introduce letters, brochures or brochures in the mailboxes of homes and private businesses. Another form of Direct Marketing is Telemarketing, through which companies call selected telephone numbers to offer their services. This last practice, when it becomes repetitive and abusive, has been denounced ad nauseam by the different consumer associations.

Among the essential advantages of this type of communication are its speed and low costs, as well as the careful delimitation, or at least that would be the ideal, of its . This gives it a greater range of effectiveness than that of the mass media.