Direct
Marketing is the total of all activities by which the
seller who direct efforts to a target audience using one or more media for the
purpose of soliciting a response by phone, mail, the internet or personal visit
from a prospective customer. It can be meant as having as few marketing
intermediaries as possible between the seller and the buyer.
Traditionally Direct
Marketing meant a direct
interaction between the buyer and the seller devoid of any marketing
intermediary. The best example can be a rythu bazaar (an Indian concept where
the farmer comes to the market place and sells his product directly to the end
consumer). This way the costs of distribution can be saved and the benefit can
be shared between the buyer and the seller.
The Advantages of direct marketing is that the consumers can be reached
selectively, consumers can be segmented, and they can be reached with better
frequency. The seller can plan his campaign to be specific and the programs can
be made flexible. Timing can be monitored. Programs can be personalized. Direct
marketing is more economical and the measurement of effectiveness of the
promotion can be quite accurate so that possible interventions and corrective
actions can be initiated.
The disadvantages of direct marketing can be that the image of the direct
marketer might not be as glamorous and sweeping as that of a marketer whom used
TV, and Press advertising. TV and Press make the marketers appear big and they
will be perceived as big companies. Content support in direct marketing might
also be difficult as the maker of the product might not be the best person to
market it too. That is the concept of different horses for different races come
into the picture. Production and marketing are two different ball games and may
be the same person might not be the best person for both the jobs.
