Marketing has pretty much been around forever in one form or another. Sincethe day when humans first started trading whatever it was that they firsttraded, marketing was there. Marketing was the stories they used to convinceother humans to trade. Humans have come a long way since then, (Well, welike to think we have) and marketing has too. The methods of marketing have changed and improved, and we've become alot more efficient at telling our stories and getting our marketing messagesout there. eMarketing is the product of the meeting between moderncommunication technologies and the age-old marketing principles thathumans have always applied. Before we move ahead let us have a look onwhat direct marketing is all about. Once clear with the concept of directmarketing we analyze the importance of web 2.0 technologies in meeting thegoals of the organizations.
What is Direct MarketingDirect marketing
is a form of advertisingthat reaches its audience withoutusing traditional formal channels of advertising, such as TV, newspapers orradio. Businesses communicate straight to the consumer with advertisingtechniques such as fliers, catalogue distribution, promotional letters, andstreet advertising.Direct marketing attempts to send its messages directly to consumers,without the use of intervening media. This involves communication (directmail, e-mail, telemarketing) with consumers or businesses. It is focused ondriving a specific "call-to-action." This aspect of direct marketing involves anemphasis on traceable, measurable, positive responses from consumersregardless of medium.
Why do we need direct Marketing
For many companies or service providers with a specific market, thetraditional forms of advertising (radio, newspapers, television, etc.) may notbe the best use of their promotional budgets.
A company which sells a hair loss prevention product would have tofind a radio station whose format appealed to older male listeners who might be experiencing this problem. There would be no guarantee that this groupwould be listening to that particular station at the exact time the company'sads were broadcast. Money spent on a radio spot (or television commercial or newspaper ad) may or may not reach the type of consumer who would beinterested in a hair restoring product.
This is where direct marketing becomes very appealing. Instead of investingin a scattershot means of advertising, companies with a specific type of 3