AN EMPIRICAL STUDY ON DIRECT MARKETING AS THE MOST EFFECTIVE FORM OF MARKETING IN THE DIGITALIZED MARKETING ENVIRONMENT

Abstract

Today the geographical justification of marketing has been replaced by our needs for much more cost effective, measurable and reliable ways of managing customer’s. Brands are now trying to reach out to customers in culturally nuanced ways, and adopting direct marketing seems the most practical approach to make it happen. In the new direction of marketing, the best prospects are identified, located and persuaded, resulting in maximizing both sales as well as profits. Direct marketing tries to build up and exploit a direct relationship between the seller and its prospect. Direct marketing occurs when businesses address customers through a multitude of channels, including mail, e-mail, phone, and in person. The results of such campaigns are immediately measurable, as a business can track how many customers have responded through a message’s call to action. In present scenario of digitalization, direct marketing is used by marketers to develop close relationship with each customers in order to achieve the loyalty of customers. The purpose of this study was to explore direct marketing as the most effective form of marketing.