Marketing Dictionary
Direct Marketing
Definition
The business of selling products or services directly to the public, e.g., by mail order or telephone selling, rather than through retailers.
Deep Dive
Direct Marketing is a promotional strategy that involves communicating directly with individual customers to elicit a specific, measurable response, such as a purchase, a request for information, or a store visit. Unlike mass advertising, which broadcasts a message to a broad audience through indirect channels, direct marketing focuses on personalized, one-to-one interactions. This approach often bypasses intermediaries like retailers, enabling companies to establish and maintain a direct relationship with their audience.
Examples & Use Cases
- 1A local pizza restaurant sends coupon flyers to homes in surrounding neighborhoods, inviting residents to call for delivery or pickup.
- 2An online clothing retailer sends personalized email newsletters to subscribers, promoting new arrivals and exclusive discounts based on their past purchase history.
Related Terms
PersonalizationCall to Action (CTA)Customer Relationship Management (CRM)