What Is Direct Advertising? Definition of Direct Advertising, Direct Advertising Meaning and Concept

Direct mail is an advertising method designed for the rapid placement of an advertising message or content, largely by explicitly appealing to potential consumer response.

By targeting direct and personalized media, brands are able, in a short period of time and assuming low costs, to bring their messages to a wide spectrum of audiences.

For many years , most basic advertising has used direct mail practices as the basis for most advertising campaigns . With the appearance of new technologies, the landscape has changed, forcing advertising companies to adapt to new media and, thereby, transfer their communications to the digital environment.

Examples of Direct Mail Practices

This type of marketing has a large number of possibilities:

  • Postal mailing, depositing advertising content in the spaces of the recipients.
  • Distribution of physical advertising material, such as brochures, flyers, posters...
  • Use of coupons and discounts
  • Emailing, especially highlighted in recent years with the appearance of new technologies and access to email from new devices.
  • Telemarketing or cybermarketing

Advantages of direct mail

Direct advertising is characterized by a number of positive elements:

  • It implies a low level of costs or investment in advertising campaigns.
  • Any company can resort to its employment, since being easily designed and set up is within the reach of SMEs or large companies.
  • Despite being cheap, they seek originality and the greatest possible impact
  • In most cases, these are very controllable and measurable advertising plans, which makes it very accessible to know the degree of success they entail.

Disadvantages and points against direct mail

Despite its historical relevance, this type of practice has also had detractors:

  • This model is often considered invasive and annoying for recipients.
  • The messages conveyed and the positioning of a brand or company can have little effect when found in a multitude of messages and a large volume of information today.
  • They often have to deal with strict legislation that complicates their start-up, since they are marketing techniques that directly appeal to individuals. For example many are labeled as spam or invasive information.