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- Direct marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing or advertising.
- The first is that it attempts to send its messages directly to consumers, without the use of intervening media. This involves unsolicited commercial communication with consumers or businesses.
- The second characteristic is that it is focused on driving purchases that can be attributed to a specific "call-to-action." This aspect of direct marketing involves an emphasis on trackable, measurable results (known as "response" in the industry) regardless of medium.
- The most common form of direct marketing is direct mail, where the marketers use a reduced "bulk mail" postal rate to send paper mail to all postal customers in an area or all customers whose addresses have been taken from a list.
- The second most common form of direct marketing is telemarketing, where marketers call selected (or random) telephone numbers.
- Email Marketing, including spam may have passed telemarketing in frequency at this point, and it is a third type of direct marketing.
- A fourth type of direct marketing, broadcast faxing, is now less common than the other forms.
- Direct marketers also use media such as door hangers, package inserts, magazines, newspapers, radio, television, email, internet banner ads, pay-per-click ads, billboards, transit ads, etc.
