Definition of Direct Marketing
Direct marketing or direct marketing is one of the sales methods that uses direct marketing media without any party acting as a marketing intermediary in buying and selling transactions and bargaining for a product or service being offered.
Direct marketing is a marketing strategy to generate a direct contact with customers in conducting service or product advertising campaigns.
Here are some definitions of direct marketing or direct marketing according to experts:
- Kotler – Gary Armstrong (1996: 53)
Direct marketing or direct marketing is a marketing system that uses various advertising media to interact directly with target consumers. Usually this interaction is done by telephone, email, or meeting directly with consumers in order to get an immediate response.
- Duncan (Principle of Advertising & IMC)
Direct marketing or direct marketing is a way of marketing in which companies want to establish direct communication with consumers. This strategy is considered effective because it can interact and create a customer database that can also activate marketing communications by using various media to encourage consumer response.
- Suyanto (Marketing Strategy)
Direct marketing is a marketing system that uses direct channels to reach consumers and deliver goods or services to consumers without any intermediaries. From some of the definitions above, we can conclude that direct marketing is a marketing method used by companies to communicate or interact directly with customers with the ultimate goal of selling their products to customers.
Factors Affecting Direct Marketing
1. Product Marketing Method
The way the product is marketed will affect the success of direct marketing itself. The methods used such as face-to-face with customers, using voice (telemarketing), direct mail, utilizing social media platforms and e-commerce determine the success of the marketing carried out.
2. Target Market Selection
The seller must have a clear target market so that direct marketing can be successful. Having a clear and specific target market will make it easier for sellers to create promotional concepts and product marketing plans.
3. Products Must be “Close” to the Target Market
In direct marketing, the product must also be easy to remember and find by the target market. Sellers must create unique campaigns, memorable designs and prepare fast distribution channels to sell products to customers.
4. How to Submit Information
The mode of delivery of information is also a very important factor in direct marketing. The information conveyed to customers must be clear, measurable but not excessive. In doing marketing, the seller must master the product being sold and use sentences that can attract the attention of customers.
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