Direct marketing

Direct marketing is a type of marketing that involves communicating directly

with customers in order to promote products and services. Direct marketing can
be conducted in various ways, including email, text messages, catalogs and
phone calls. Direct marketing consists of any marketing that relies on direct
communication or distribution to individual consumers, rather than through a
third party such as mass media. The call to action is a common factor in much
of direct marketing. The effectiveness of direct marketing is easier to measure
than media advertising. Direct marketing consists of any marketing that relies
on direct communication or distribution to individual consumers, rather than
through a third party such as mass media. Mail, email, social media, and
texting campaigns are among the delivery systems used. It is called direct
marketing because it generally eliminates the middleman, such as advertising
media.

The Advantages and Disadvantages of Direct Marketing

Direct marketing is one of the most popular and effective marketing tools in
order to establish a direct connection with a target audience. Direct marketing
has its appeal, particularly to companies on a shoestring budget who can't
afford to pay for television or internet advertising campaigns. Especially as the
world becomes increasingly connected through digital platforms, social media
becomes an effective way to market to customers. The main drawback with
direct marketing, however, is the profile-raising and image building that comes
with a third party accrediting your brand. For example, although a company
may pay for a sponsored article in The New York Times, this can greatly
enhance a brand's image and can help "seal the deal" with customers who are
willing to trust a supposedly unbiased source or external opinion. By its nature,
the effectiveness of a direct marketing campaign is easier to measure than other
types of advertising, since brands can analyse their own analytics, track unique
source codes, and tweak strategies effectively without going through a
middleman. The company can measure its success by how many consumers
make the call, return the card, use the coupon, or click on the link.

Example:

Zomato Digital Marketing Channels

It targets terms such as "food," "online ordering," "restaurant names," and many
others. It aims to attract people who want food delivered to them. It also runs
Google Display advertisements to target people on apps and websites from third
parties.