The key role of direct marketing is to reach target audiences with personalized and customized messages that aim to provoke a change in the audience’s behaviour.
A secondary role of direct marketing is to collect customer information, in order to feed future strategies and campaigns.
In order to reach audiences with call-to-action messages, direct marketing uses a variety of media. These include the telephone, internet, direct mail, email, press and posters.
Direct-response media
“The main reason for using direct-response media is that direct contact is made with prospects and customers in order that a direct response is solicited and a dialogue stimulated or maintained”
Direct mail, telemarketing and door-to-door activities are the main offline forms of direct-response media
Internet-based – email, mobile and affiliate marketing
Direct response TV and radio
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