“Direct marketing is a type of marketing. It has two main characteristics that make it different from other types of marketing. The two characteristics are as follows:
- First is that in direct marketing an attempt is made to send messages to consumers directly, without the use of media that intervenes. In this process, the channel used can be that of commercial communication like direct mail, e-mail or telemarketing. The messaging established with businesses or consumers is usually unsolicited.
- The second attribute of direct marketing is that it drives purchases attributed to what is referred to as a “”call to action.”” This involves emphasizing trackable and measurable positive response or feedback from consumer irrespective of the kind of media used in the process
Laster Wunderman in the year 1961 was the first person to popularize this form of marketing. Columbia Records and American Express sailed on the wave of direct marketing. The term spam was coined in 1993 while the junk mail dated long back to 1963. Both of these were unsolicited mails that pioneered the direct marketing concept.