Making It Personal
One of the main things that differentiates IMC from traditional advertising and sales promotion is the increasing use of interactivity. The more personal this interactivity can be, the more persuasive it is. Direct marketing has been around for decades. However, its use has drastically changed with new communication and information technology. Interacting with customers is easier and less costly now than ever before.
Direct response can be used as the sole business driver or integrated into a MC mix. Direct marketing allows companies to accurately measure the effectiveness of this marketing communication function. When it is done properly, the profitability of each customer can be determined. As companies continue to demand more accountability, direct marketing continues to grow. This chapter explains not only the basic principles of direct mail and telemarketing but also how direct marketing can be used to integrate customers and prospects into a company's operations.
