If the title of this blog post prompted you to click and read more, you’re most likely either new to marketing in general or eager to add a new arrow to your marketing quiver. In either case, learning about the basics of direct marketing can help you get started quickly and on the right foot.
To begin with, despite what you may have heard, direct marketing is more than just direct mail. While its roots are in traditional mail order, direct marketing has grown beyond that to encompass a host of new technologies, customer relationship-building techniques and performance measures. Today, companies of all kinds use direct marketing, which now accounts for 25% of the U.S. marketer’s budget, surpassing newspapers and broadcast TV.1 Some might even argue that digital media is really direct marketing, increasing this number even more.