Direct marketing is an interactive, personalized database management and marketing process. It integrates a range of IMC tools and media to persuade customers and prospects to purchase a brand.

| May 21, 2014

Direct marketing is an interactive, personalized database management and marketing process. It integrates a range of IMC tools and media to persuade customers and prospects to purchase a brand. It is an MC tool by which the seller directs efforts to a target audience to develop one-to-one relationships to initiate an immediate and measurable response (i.e., a purchase) at any location. Direct marketing starts with the use of customer databases. It consists of researching the external and internal environments, determining target market segmentation, and setting objectives. In IMC, it integrates the verbal and visual message of marketing communication and uses different media to deliver its message. It also incorporates fulfillment, distribution, warehousing, and shipping. Direct marketing is known as direct response as it involves two-way communication between the company and the customer. The company can initiate communication with consumers and customers can initiate communication with the company. Discuss

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