marketing (DM) is a huge market though the numbers are inflated in most
published statistics by the industry's practice of claiming as 'direct' any ad
that contains any kind of contact or response opportunity. This article is an
overview of DM practice
DM splits naturally into two: direct contact
(mail, telemarketing, email, SMS, doortodoor); and direct response (media
advertising, including most internet advertising) (26).
Both sell direct to the consumer, producing measurable results.
However, the key to successful DM is building a continuing relationship with the
customer as an individual (a single sale is rarely profitable enough on its
own). It is thus the basis of customer relationship marketing (CRM), or 'onetoone'
(24). And, because it is measurable and controllable, DM enables and depends
on testing. Bird (1) calls these three italicised factors the 'Three Graces'
of DM. They require direct contact, based on a customer/contact database.