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Direct marketing

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Author: Jane Den

Direct marketing is a sometimes controversial sales method by which advertisers approach potential customers directly with products or services. The most common forms of direct marketing are telephone sales, solicited or unsolicited emails, catalogs, leaflets, brochures and coupons. Direct marketing can also offer a wider selection of products while making comparison shopping easier with greater access to alternative or competing products. Finally, direct marketing is immediate and good can be purchased immediately in the exact desired configuration. Direct marketing can be done by an individual producer or a group of producers working together. Also, there are a wide variety of ways of accessing consumers.

Direct Marketing Associations have attracted controversy, as they purport to defend and promote spam , junk mail , and telemarketing , which many consumers find irritating and intrusive. The DMA has a political action committee that makes political contributions in order to further its causes. Direct marketing focuses on marketing product differences. This mindset shift to direct from traditional marketing is the fundamental difference between these marketing strategies. Direct Marketing is an essential practice in today's business, and for marketers is a major tool in the world of modern communication and engagement of both potential and existing customers. Digital technologies are constantly evolving and with it marketing practices.

Direct marketing is attractive to many marketers, because in many cases its positive effect (but not negative results) can be measured directly. For example, if a marketer sends out one million solicitations by mail, and ten thousand customers can be tracked as having responded to the promotion, the marketer can say with some confidence that the campaign led directly to the responses.

Email is alive and well as an effective direct marketing channel. Recent statistics from the DMA show that email has the highest ROI of any direct marketing channel. Email marketing is one of the newest forms of direct marketing and it is continuing to grow in popularity. According to figures from the Direct Marketing Association (DMA) , email marketing has now overtaken direct mail in terms of volume.

Successful direct marketing means different things to different organizations. That's because each one has its own particular needs. Successful operation of direct agricultural marketing infrastructure facilities viz. Rythu Bazars depend upon location of the bazars, number of customers visiting the bazar per day, nature, type, quantity and quality of agricultural produce being brought by the farmers for sale, systematization of the retail price fixation mechanism, allotment of stalls to the farmers on farmers group/ mandal basis, design of the stalls based on the nature, type and quantity of salable items brought by the farmers, availability of functional infrastructure facilities viz.


   
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