direct marketing

Direct marketing involves direct communication between a seller and a consumer, allowing for measurable responses to offers. This strategy, while gaining popularity in the late 20th century, has been used for over a hundred years, with early examples like Sears and Montgomery Ward selling via mail order in the late 1880s.1

Modern direct marketing utilizes advanced database technologies to track customer purchasing behavior and has expanded beyond traditional mail and catalogs to include telemarketing, direct-response television, and internet shopping. However, its global reach is limited by the need for infrastructure such as efficient transportation and secure payment systems. Direct selling, a related concept, involves sales made directly to consumers, often through door-to-door sales, home sales parties, or network marketing.12