Direct marketing is advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the consumer with advertising techniques such as flyers, catalogue distribution, promotional letters and street advertising.

There are two characteristics which distinguish direct marketing from other types of marketing. The first is that it sends its message directly to consumers. The second driving a specific "call-to-action." This aspect of direct marketing involves an emphasis on trackable, measurable, positive responses from consumers regardless of medium.

If the advertisement asks the prospect to take a specific action, for instance call a free phone number or visit a website, then it is more likely to achieve a response than a simple information flyer.

Direct marketing is attractive to many businesses because in many cases its positive effect can be measured directly. By contrast, measurement of other media must often be indirect, since there is no direct response from a consumer. Measurement of results is a fundamental element in successful direct marketing.

There are various options available if you are considering direct marketing:

• Email marketing
• Personalised mailshot
• Telemarketing
• Flyer distribution
• Catalogue distribution
• Promotional letters

If you would like to discuss which option will be most cost effective for your business, please get in touch and we’ll see how we can help you grow your own business.