Unlike mass advertising, which is presented to everyone, direct marketing is presented only to people who are suspected to have an interest or need in your company’s product, based on information gathered about them.įor example, graduates of Princeton University might be sent an email announcing a new cashmere sweater now available for sale with the school’s logo on it. While getting a sale is the ultimate goal, some customers will not be ready to buy on-the-spot. While some marketing techniques aim to increase awareness or to educate markets about a company’s products or services, direct marketing’s sole goal is to persuade the recipient to take action. Forms of Direct MarketingĬommon forms of direct marketing include: Conversely, people in Wilmington, Ohio would not. Current residents of Wilmington, Delaware might receive a flyer announcing the arrival of Wegmans supermarket to their area. Or members of the United States Equestrian Federation might all receive an email promotion offering special pricing on horse gear. ![]() It is a targeted form of marketing that presents information of potential interest to a consumer that has been determined to be a likely buyer.įor example, subscribers to teen magazines might be presented with Facebook ads for acne medication which, based on their age, they are likely to need. Direct marketing is a promotional method that involves presenting information about your company, product, or service to your target customer without the use of an advertising middleman.
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