Direct Marketing Channels
Any medium that can be used to deliver a communication to a customer can be employed in direct marketing, including:
Sending marketing messages through email is one of the most widely used direct-marketing methods. According to one study, email is used by 94% of marketers, while 86% use direct mail. One reason for email marketing’s popularity is that it is relatively inexpensive to design, test, and send an email message. It also allows marketers to deliver messages around the clock, and to accurately measure responses.
With the expansion of digital technology and tools, direct marketing is increasingly taking place through online channels. Most online advertising is delivered to a focused group of customers and has a trackable response.
- Display Ads are interactive ads that appear on the Web next to content on Web pages or Web services. Formats include static banners, pop ups, videos, and floating units. Customers can click on the ad to respond directly to the message or to find more detailed information. According to research by eMarketer, expenditures on online display ads rose 24.5% between 2010 and 2011.
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