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Personalizing communications and creating dialogues by saying and doing the right thing to the right person at the right time is critical for marketing. Direct Marketing: .is the use of consumer direct channels to reach and deliver goods and services to customers without using marketing middlemen. Direct marketers can use a number of channels to reach individual prospects and customers: Direct mail, catalog marketing, telemarketing, interactive TV, web sites and mobile devices.

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The benefits of Direct Marketing: - Time saving and hassle free - Welcome growth of courier industry - Focused sale of slower-moving specialty items. - Prospecting customers through buying mailing list and contacting them. - Direct marketers strategy remains confidential to the rivals. - It promotes cross-sell, up-sell or just deepen a relationship.

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Direct Mail:
Direct-mail marketing means sending an offer, announcement, reminder or other item to an individual consumer. Using highly selective mailing lists, direct marketers send out millions of mail pieces each year. Letters, flyers, foldouts and other salespeople with wings. Although the cost per thousand people reached is higher than with mass media, the prospects are better. The success of direct mail has however become its liability.

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Catalog Marketing: Over here, companies may send full-line merchandise catalogs, specialty consumer catalogs and business catalogs. They are usually in print form but also sometimes as CDs, videos or online. The success of catalog business depends on managing customer lists carefully. Business marketers are making inroads into online catalog. The e-catalog business in South Asia is witnessing a gradual growth.

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Telemarketing: Use of telephone and call centers to: Attract prospects Sell to existing customers Provide service Telemarketing helps companies increase revenues, reduce selling cost and improve customer satisfaction. Companies use call centers for both inbound and outbound marketing. Telemarketing, with the use of videophones, is likely to gradually replace more expensive field-sales calls.

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Public and Ethical issues in Direct Marketing: The darker side that emerged are: 1. Irritation 2. Unfairness 3. Deception and fraud 4. Invasion of privacy