Direct Marketing - definition

The Dictionary of Marketing Terms, Third Edition (Barron's, 2000) defines direct marketing as:

Selling via direct contact with the prospective customer; direct marketing differs from general marketing in that the result of a promotion is measurable in terms of response. Direct marketing is also largely dependent upon the use of customer database and lists. Frequently associated with mail order, direct marketing also includes a variety of promotion media such as televised infomercials, door-to-door selling, newspaper inserts, telemarketing, take-one cards, and package inserts. Direct marketing is a more personal type of promotion than advertising.

The direct marketer often selects the individual who will receive the promotion and is the direct recipient of their response, if any. The response may be a purchase, an inquiry, or a referral that can be traced directly back to the individual. Through the use of lists and database another essential of marketing, place, is brought to the individual consumer.

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