DEFINITION: DIRECT MARKETING

A marketing expert once said, “The definition of direct marketing is an approach to marketing which aims to create and continue a direct relationship between an organization and its customers on a one-to-one basis.”

The idea is to treat the customer as an individual. The associate philosophy of “relationship marketing” sees the customer as an appreciating asset. Direct marketing is not just an advertising medium, nor is it just a way of getting goods to the customer. It’s a whole way of marketing and keeping the customer in a direct relationship.

This definition of direct marketing basically describes the importance of building and maintaining a one-to-one relationship. This definition direct marketing enables you, the organization, to understand who your customer is and what they are interested in.

Direct marketing is most commonly thought of as direct mail. This type of direct marketing can be as simple as a flier that is handed out from door-to-door, detailing a particular service. It can be more complicated – such as a free product sample attached to a brochure that has been included in the Sunday newspaper. Both of these establish the relationship as described in the definition direct marketing.

Just as both may accomplish the relationship as described in the definition of direct marketing, their costs would be quite different.

Other practical examples that illustrate the establishment of relationships as described in the definition of direct marketing are: cookies or flowers that are delivered by a caterer or florist to a party planning service, an exhibition or display used to provide information at a trade show or event, product demonstrations, or seminars providing information on professional services. While these last examples are not what most people think of when they think definition direct marketing, they can be highly effective in establishing and maintaining the one-to-one relationship between an organization and customer.