COMM 223 Chapter Notes - Chapter 17: Podcast, Snail Mail, Direct Marketing
7 Apr 2017
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Document Summary
Today the trend toward narrower targeting and the surge in digital technology has caused many companies to adopt direct marketing, either as a primary marketing approach, or as a supplemental to other approaches. Direct marketing consists of connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate long lasting customer relationships. Using detailed databases, companies tailor their marketing offers and communications to the needs of narrowly defined segments or individual buyers. Direct marketers communicate directly with customers, often on a one-to-one, interactive basis. Most companies still use direct marketing as a supplementary channel or medium. But for most companies, it constitutes a complete model for doing business. Firms employing this new direct mode use it as the only approach. Direct marketing continues to become more web-oriented, and internet marketing is claiming a fast-growing share of direct-marketing spending and sales.
