In The Digital World, The Concept Of Direct Marketing (Especially

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In the digital world, the concept of direct marketing (especially direct mail) seems novel. Personally, I love to receive direct marketing messages tailored to my interests such as Ulta Beauty emailing product recommendations based off of my past purchases. According to the Direct Marketing Association, “direct marketing produced $2.05 trillion in sales in 2012 – representing roughly 8.7% of U.S. gross domestic product,” (Kalb, 2015). While 8.7% doesn’t seem like a large portion of the GDP, “direct marketing-driven sales growth continued to outpace overall economic growth (7.1% versus 5.1% for the year 2011),” (Koul, 2013). The DMA Factbook released the 2015 direct marketing spending which proves the relevance of direct mail, …show more content…

Based off of DMA Factbook, data several direct marketing channels telemarketing, online advertisements, and direct mail scored well in the somewhat positive to extremely positive consumer category. Compared to Facebook advertisements, television commercials and sponsored LinkedIn posts that ranked as extremely negative to somewhat negative. This data shows that consumers enjoy the direct marketing experience more that what they are receiving online or on television.

In addition to personal marketing messages, direct marketing has various mediums to communicate with target consumers.

A common misconception is that direct marketing is limited to just direct mail. However, direct marketing simply means direct communication with consumers regardless of the medium used. According to the DMA, there are several mediums used for business-to-business and business-to-consumer direct marketing.

While e-mail is the leading medium, especially for B-to-B communications, direct mail is a close second place for B-to-C communications. According to DMA, “the share of digital channels in the marketing budget is expected to increase from 19% in 2011 to 21% in 2012. The star of the show is mobile marketing, with an annual growth rate of more than 50%. Other digital channels, such as social network marketing, search engine marketing and others will all increase by over 20%,”

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