Direct marketing represents a planned and organized system that uses various media supports in the attempt to build a two-way information exchange - from and to customers or potential customers. This form of marketing involves direct contact between producers and consumers, and of course, like any other marketing activity, its ultimate goal consists in promoting sales, based on a number of specific means (media, television, radio, coupons, direct sales, door to door leaflet marketing, voicemail, and direct mail, advertising campaigns).

Direct marketing tools respond to the need of achieving tangible and measurable results. Direct marketing is, by definition, a mechanism of promotion that allows you to send messages to a clearly identified targeted audience.

Marketing activities for each company are an investment and must have measurable results that justify the investment. Also, direct marketing involves indicators and methods for evaluating the results obtained in each stage and financial resources.

Other further benefits are derived directly from the fact that direct marketing is less expensive and that you can make accurate predictions.

This type of marketing brings many benefits to companies and organizations worldwide. Thus, a product can be tested in real conditions, providing relevant results related to its efficiency and impact on a particular audience. In case of failure, the campaign can be improved or stopped, process that requires lower costs.

Another advantage is that the company receives feedback from customers in a fast and effective way. Getting in touch with the clients improves communication, leading to better results based on their response.

Developing a successful direct marketing campaign requires some particular steps: :

Setting clear objectives is essential. Theodore Levitt, the famous marketing guru, describes the process of direct marketing as a way of "attracting and keeping customers." In fact, direct marketing, being based on mail or phone messages, represents a way to build marketing relationships between company and clients.

Analysis of customer behavior is a key component of marketing research. Understanding the client's behavior helps the company to anticipate his reaction and may influence the services structure and planning. Often, to obtain a more complete picture of the marketing process, the company uses information collected through direct research methods, contributing to a better foundation of marketing decisions. These methods involve collecting information directly from the source: individual customers, institutional users, providers of goods or services, intermediaries, etc.

Each product or service should send a clear message to customers, making them to buy it. The client must understand why the product is beneficial for him and what makes it to be more effective than other products.

The platform used to receive feedback (websites, surveys, etc) must be friendly and easy to use, because people are looking for fast solutions.

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