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8.3.5 Direct Marketing
Any marketing that focuses on direct communication or delivery to individual
consumers rather than through a third party such as the media is referred to as direct
marketing. Campaigns are sent via mail, email, social media, and texting, among other
methods. Direct marketing is so named because it cuts out the middleman, such as
advertising media.
Is an interactive marketing system that employs one or more advertising media to
elicit a measurable reaction and/or transaction at any time and in any location?
For example:
Customers can contact Dell Computer directly via phone or the company's website.
Buyers place orders directly with Dell, and Dell ships the new laptops to their homes
or offices fast and effectively.
Figure 8.8: Direct marketing tools
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