"Direct marketing is an interactive marketing system that uses one or more advertising media to effect a measurable response and/or transaction at any location."
The response of direct marketing is measurable as the marketing messages are sent to expected marketing decision makers and the messages are so designed that responses can be clearly identified.
Direct marketing messages are now being used to build relationships also. Examples would be sending birthday cards and information booklets.
Direct marketing is growing at higher rate than that of retail sales. Even in business-to-business to sales direct marketing is delivering results.
Benefits Reported by Users
Significant number of persons report benefits from direct marketing methods. Consumers report that home shopping is convenient and also allow them to compare catalogues and order. Even business buyers report that they can go through relevant literature and make better choices without tying up time in meeting salespeople.
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