The direct client exposure to products and services makes the essence of direct marketing as a viable business system. This means that with direct marketing you rely only on direct communication with business prospects via emails, direct mail or telemarketing. In many cases a direct marketing business sends unsolicited messages to the other party. In terms of email this is spam, but the separation line is very thin here, and there are many subtleties at work.
Direct marketing business promotion also relies on strategies to identify and analyze consumers’ positive response. Thus, the prospect is required to call a free phone or visit a web page, and if he/she acts on this urge, then, the advertising message has been successful. This marketing approach started with the delivery of commercial ads to the consumers mail boxes, a practice which is still very much in use worldwide. Such practices remain in use and with high chances of success, but more other opportunities have grown out of them.
The problem is that marketers cannot determine or track the negative impact on the consumer, or in other words, one cannot tell how many people the unsolicited mail has offended. Direct marketing business results depend on measurement, but the monitoring is neither complete not exact. No matter how popular this type of marketing can be, controversies have become more numerous with the upsurge of the Internet and the sending of unsolicited mail to the email boxes.
The introduction of opt out links has partly solved the problem of this direct marketing business system. Since most junk email is generated by automatic tools, these programs now include a message that enables the recipient to unsubscribe or to opt out. And it seems that spam receives a better management thanks to this opt out choices. Direct marketing to business strategies therefore need to take such issues into consideration with utmost seriousness.
Advertising circulars, catalogs, free trial CDs and various other materials delivered to the consumers’ mailboxes do have a good rate of success, which makes them a cheap and efficient form of advertising. Many businesses in the US and in Europe choose to send such materials through regular mail, since, the processing is really low cost. Other forms of conducting direct marketing business campaigns is by analyzing the clients in databases, with the selection of those considered most likely to answer positively to the promotional campaign.
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