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By Nicholas Cockayne

DIRECT MARKETING

The phrase direct marketing is thought to have been coined in 1961, although the practice itself dates back to the end of the nineteenth century. It describes marketing that communicates its advertising message directly to the potential customer, whether in the form of mail, e-mail, telephone calls, or other mediums. The main distinction between normal marketing and direct marketing is that, as the name implies, direct marketing seeks to reach potential customers directly, without employing other media to carry the advertising message. The active nature of direct marketing means that the positive results are traceable and measurable, but the negative results are not.

DIFFERENT TYPES OF DIRECT MARKETING:

Direct Mail Marketing: Colloquially known as junk mail because of the frequency with which consumers receive it and the likelihood of it being thrown in the bin, or junk´, before it can put the advertising message across.
- Advantages: Potential for blanket coverage of a geographical area.
- Disadvantages: Limited impact for expenditure, often discarded unopened.

Direct E-mail Marketing: The practice of sending out unsolicited advertising e-mails to a list of email addresses.
- Advantages: Extremely cost effective, has the potential to reach huge numbers of consumers simultaneously, less negative effects than traditional direct mail marketing.
- Disadvantages: E-mail discrimination programs may direct such e-mails to the consumers Junk Folder, lessening the chance of the advertising message being effective.

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Written by: Nicholas Cockayne
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