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Direct marketing (also known as database marketing) is a broad category that covers all elements that have a identified individual recipient for the marketing message, this usually refers to Direct Mail and / or Telemarketing. Direct marketing is the most cost effective means of communicating to your target audience, however to be effective it is neither quick nor trivial in set-up or execution.
The most critical element to direct marketing include the clear definition and identification of your target audience, this is closely followed by having the right message and delivery mechanism. In order to be maximise the success of an ongoing direct marketing campaign, it is important to invest in appropriate support systems, most importantly a database driven tracking and marketing system, without such you will find measurement to be nearly impossible and future campaigns will not be iterative and will have unnecessary repeat costs.
With that said, direct marketing will often form the centre piece of a ongoing marketing campaign, and can be adjusted rapidly to meet the changes in market and customer environments. This role becomes even more critical with the adoption of the principles of Permission Marketing© as pioneered by Seth Godin.
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