Best Practice
Direct marketing
Direct 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
The key distinctions
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...