What is direct marketing?

Direct marketing is sometimes a controversial sales method that makes advertisers approach potential customers directly with products or services. The most common forms of direct marketing are telephone sales, requested or junk e -maly and sent catalogs, leaflets, brochures and coupons. In most cases, the aim is to inform customers about products or services they may need without waiting for customers to start contact. Especially online, practice has received a lot of criticism in terms of personal privacy and data monitoring. However, the practice is very successful, which motivates many traders to continue despite the possible risks and disadvantages.

In order for companies to be successful in direct marketing, companies must usually compile large databases of personal data about potential customers and clients. These databases are often sold or shared with other marketing conglomerates. Ost mdatabase is computer, which is very easy to update when consumer information changes. Things like hiPurchase stories, address and average income can help shape the profile of a trader with a potential customer.

How information is collected

different companies have different ways to get customers' information, but this process is often easier than it seems. Lists of magazines subscribers, lists of membership in the Association and Directors of the Professional Conference are often publicly available. These data can provide merchants with a basic sense of what some people's interests are. Information about school registration, geographical information such as zip or postal code, and gross annual income is often available from tax records. Over the Internet, traders can sometimes collect data based on the web pages or purchases.

A more personalized way of achieving cords

for many companies and service providers, especially those that are small or largeInance, traditional forms of advertising - radio, newspapers, television and the like - may not be the best use of promotional budgets. For example, a company that sells a product to prevent men's hair would have to find a radio station whose format attracted older men's listeners who could experience this problem. There would be no warranty that this group was listening to this particular station at the exact time when the company's advertisements were broadcast.

Direct marketing, on the other hand, would allow companies to select customers who meet the right demography. These people could be focused on specialized e -mail or telephone applications. In this way, the company could spend the same amount of money on advertising, but to achieve a higher percentage of potential buyers.

Customer overload and other disadvantages

Many people are Newao how the personal data may be on the order form or survey can be used for targeted advertising later, which can open a direct marketing industry into criticism - people usually want to disclose how their information can or will be used before it is provided. One prevailing philosophy in direct e -mail circles is the idea that if a customer orders one item - for example, a swimsuit from the clothing catalog - may naturally be interested in related objects such as pool supplies or exercise equipment. This could lead to direct marketing overload, because potential customers are amazed by catalogs, unsolicited e -maly and undesirable telephone calls.

There is also a concern that personal information collected by legitimate agencies for direct marketing could be purchased by ruthless companies for explicit purpose of fraud. A trader who knows a lot about a potential customer can try to use this information for Crimes as a theft of banking fraud identity.

Personal Data Protection Online

some of the hardest criticCustomer's direct marketing includes online space. People who are dealing with online shopping or even occasional web browsing usually do not like the idea that their movements are watching companies that hope to sell specific goods or services. Many personal data protection and advocacy group have tried to lobby for the rules against aggressive online tracking to maintain personal privacy.

Industry regulation

Many direct marketing companies belong to self -polling associations that actively discourage fraudulent or invasive use of their databases. Legitimate companies of direct marketing also usually offer methods that individuals can "unsubscribe" advertising lists on the basis. In the United States, the national list is not to let the list one one example of the successful regulation of industry. This list, which is maintained by the Federal Commission, all -two to log off from targeted telephone NESOsví.

In most countries, customers also have the right to unsolicited catalogs and block bulk emails from their boxes. There are also a number of initiatives against spam and anti-coding. Customers usually cannot fully prevent targeted marketing, but they can often do a lot to help keep the information stored on control.