According to the Direct Marketing Association (DMA), direct marketing is defined as an interactive marketing system that uses one or more advertising media to effect a measurable response and/or transaction at any location. This definition emphasizes a measurable response, typically a customer order. Thus, direct marketing is sometimes called direct-order marketing.
Many direct marketers see direct marketing as playing a broader role these days, that of building a long-term relationship with the customer (direct relationship marketing).1 In building relationships, some direct marketers send out birthday cards, information materials, or small premiums to select customers in their customer base. On the service side, airlines, hotels, and other businesses are strengthening customer relationships through frequency award programs and club programs.
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