Direct Marketing

Direct marketing is a sub-discipline of marketing focused on driving purchases that can be attributed to a specific "call-to-action". Direct marketing is distinguished from other marketing efforts by its emphasis on trackable, measurable results regardless of medium.

Direct marketing uses a variety of media including catalogues, postcards, statement inserts, card packs, magazines and mail. Direct marketing also uses media such as door hangers, package inserts, magazines, newspapers, radio, television, email, internet banner ads, pay-per-click ads, billboards, transit ads, etc.

If the ad in the medium asks the prospect to take a specific action - call a free phone number, visit a website, return a response card, place an order, complete a survey, etc - then the effort is considered to be direct marketing.

The term direct marketing is first believed to have been used in 1961 by Lester Wunderman who pioneered direct marketing techniques for American Express. However, direct marketing has a history in Europe dating back to the 15th century when direct marketing was first used with catalogues.

Direct marketing is attractive to marketers because its effectiveness can be measured directly. Whilst by contrast measurement of other media must often be indirect since there is no direct response by the consumer.

Direct marketing can however be controversial as it is criticised for generating unwanted solicitations, this is frequently called ‘junk mail’.

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