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- Title
THE INTERNET, OR THE MOST APPLICABLE MEDIA FOR DIRECT MARKETING NOWADAYS.
- Authors
Mihaylova, Michaela
- Abstract
Direct marketing is an approach associated with direct customer reach by the company without any intermediary present. It is based on direct communication and it aims to provoke a reaction from the customer. The current paper studies direct marketing within the context of the media used for its application. It traces the path of direct marketing as an activity and approach toward potential consumers, starting its implementation through post mail, then transitioning to telephone, television, and radio, in order to explain the success of the Internet as the most appropriate media for direct marketing nowadays. The explanation for this could be found in the confirmation of the high level of overlapping between direct marketing characteristics and Internet features, and in addition in the several substantial disadvantages of traditional media. In relation to his, the paper presents the different ways in which direct marketing is being understood and the evolution of its definition depending on the media of its implementation. As a result, it offers a new definition of direct marketing, particularly in the online realms of the Internet. Alongside the numerous positive consequences generated by the selection of the Internet as a media, actions like digitalization and digitization are presented as crucial prerequisites for the proper functioning in an online environment. In order to confirm and broaden the relevance and substance of the current paper, a brief comment on direct marketing in the context of the pandemic is being proposed based on the surprising significance of direct marketing concepts developed 40 years ago and their applicability with relation to the ones used today.
- Subjects
DIRECT marketing; DIRECT e-marketing; INTERNET censorship; INTERNET
- Publication
Management & Education / Upravlenie i Obrazovanie, 2021, Vol 17, Issue 2, p14
- ISSN
1312-6121
- Publication type
Article