Direct Marketing uses direct forms of communication (e.g., email, phone, post) to promote to existing customers or prospects. It differs from Direct Advertising, which mass-distributes material to a general audience through direct forms of communication.
Direct marketing is effective and cost-effective because it contacts people who are already interested. Strategies include adding the person’s name to communications, incorporating products that they have shown interest in, translating the campaign into their mother tongue, etc. The advantages of Direct Marketing include brand loyalty, personalized communication, trackable campaigns (e.g., though coupon or voucher codes), and less chance of competitors knowing what the company is doing.
