IT (Information Technology)

Companies use direct marketing to communicate directly with their customers, rather than going through intermediaries such as retailers. It is an enormous growth area in marketing and includes the following activities: direct mail, telemarketing, direct response TV, and e-mail. It is an attractive communication tool as it allows a company to use a personalized approach, which is more warmly received by customers than impersonalized messages. As technology improves, marketers are able to target their messages, products, and promotions more closely to individual customer needs and desires. It is also an effective way to build up and develop longer-term relationships with customers.