As complicated as B2B marketing can be – it’s easy to get caught up in different B2B marketing strategies, channels, campaigns, and tactics. Having a plan is the best way to keep things secure and structured. Whether your plan is meticulous, loose, or a combination of both, having that plan will keep you focused. Depending […]
What is Direct Marketing?
Direct marketing is a type of marketing campaign whose goal is to initiate a personal relationship between the customer and the marketing organization. In a direct marketing campaign, the marketing organization communicates directly with a pre-selected customer or segment of customers via one or more marketing channels. A key feature of direct marketing is a direct response – organizations that engage in direct marketing must establish the means for customers to respond directly to their marketing efforts, especially with orders and purchase requests.
Direct marketing stands in contrast to traditional advertising mediums that communicate messages on a many-to-one basis. In traditional ad platforms (billboards, print media, broadcast ads, etc.), the marketing organization relies on intermediaries to spread its promotional message to large swaths of consumers, in hopes that some consumers who see the ad will seek out the organization and its products. Direct marketing typically happens directly between the marketing organization and the customer, with no mass messaging and without the use of intermediaries.