Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are: Direct marketing is practiced by businesses of all sizes _ from the smallest start-up to the leaders on the Fortune 500. A well-executed direct advertising campaign can prove a positive return on investment by showing how many potential customers responded to a clear call-to-action. General advertising eschews calls-for-action in favor of messages that try to build prospects_ emotional awareness or engagement with a brand. Even well-designed general advertisements rarely can prove their impact on the organization_s bottom line. A recent study by the Direct Marketing Association reports that in 2010, marketers _ commercial and nonprofit _ spent $153.3 billion on direct marketing, which accounted for 54.2% of all ad
Contributions by Zzuuzz, Mspandana, and Sanjiv swarup.