Magazine and newspaper space advertising
- also known as "Direct Response Advertising" - is
often confused with other forms of Direct Marketing.
Magazines and newspaper advertising are one way channels
of communication - FROM THE SELLER TO THE BUYER.
There's no direct feedback to the seller.
When consumers in US rural areas couldn't
purchase from distant retailers like Montgomery Ward
or Sears Roebuck, these retailers "reached out" and
extended their stores with mail order catalogs.
This became the "mail order/catalog marketing" part
of Direct Marketing.
Over the years, Direct Mail Marketing
grew rapidly. Innovations like telephone ordering,
800 numbers, credit cards, zip codes and inexpensive
personal computers all added "targeting" to Mail Order
and Direct Mail Marketing.
Instead of "mass marketing", retailers
realized certain buyers had special interests and
needs. These retailers found direct mail made it easier
to "track" which buyers purchased again and again.
Repeat buyers were contacted by mail more frequently
than non repeat buyers resulting in higher sales.
Repeat buyers proved to be much more profitable.
Years later, retailers saw "mail order"
as a threat to their retail business. They saw
their retail "walk-in" business diverted away to catalogs
and telephone orders.
It's ironic. Mail order, was
first developed to expand the "reach" of retailers.
Later, many retailers perceived direct mail as a way
to go around retailers. Most retailers have
the same opportunities to take advantage of Direct
Marketing as any seller. It depends on each
retailer's marketing savvy.
Today, one of the biggest things revolutionizing
all Marketing is the Internet. The Internet represents
a combination of powerful direct marketing, direct
response capabilities. This combination is having
more impact on Marketing and Direct Marketing than
zip codes, 800 numbers, credit cards and cheap computers
COMBINED!!!
