Direct Marketing
Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers, rather than through a third party such as mass media.
Mail, email, social media, and texting campaigns are among the delivery systems used. It is called direct marketing because it eliminates the middleman, such as advertising media.
The call to action is an essential part of direct marketing. The recipient of the message is urged to respond immediately by calling a toll-free phone number, sending in a reply card, or clicking on a link in a social media or email promotion. Any response is a positive indicator of a prospective purchaser. This variety of direct marketing is often called direct response marketing [Investopedia].
Direct marketing selling via a promotion delivered individually to the prospective customer. Direct marketing differs from general marketing in that the result of promotion is measurable in terms of response; direct marketing is mainly dependent upon customer files and lists [Friedman, p.201].
Doyle, C. (2016). A Dictionary of Marketing (4 ed.) Oxford: Oxford University Press.
Friedman, Jack P. (2012). Dictionary of Business and Economics Terms (Barron's Business Dictionaries) (5 ed.). New York: Barron’s Educational Series. Market Segmentation: Definition, Example, Types, Benefits. Investopedia. Retrieved from: https://www.inve