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An organised collection of comprehensive data about individual customers and their expectations. This includes geographical, demographical, psychographical and behavioural data.

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Face-to-face selling
Direct mail marketing
Catalog marketing
Telemarketing
Direct-response TV marketing
Kiosk marketing

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The communicating and delivering of brand or product values to customers through relevant digital platforms

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Blogs, digital advertorials, editorial websites, micro-sites, vlogs, e-commerce sites, social media platforms, SMS, search engines, mobile applications, location-based messaging, push notifications, affiliate websites and smart devices are suitable platforms for digital marketing

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Due to a surge in internet usage, companies have more opportunities to to market directly without an intermediary. Direct and digital marketing can engage and create a brand community with customers
Direct marketing was once a supplementary channel or medium. Today, it is a complete model for doing business.

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Benefits of the new direct marketing model 

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Benefits of the new direct marketing model 

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For sellers, the new direct marketing model is low-cost, speedy and efficient. It is more flexible and it can build close, personalised and interactive one-to-one customer relationship
For buyers, the new direct marketing model is convenient, easy and private. They can interact with the sellers easily and access information quickly. This allows brand engagement and community

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Marketing, the internet and the digital age

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Marketing, the internet and the digital age

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The internet have changed consumer's notions of convenience, speed, price, product information, service and brand interaction
To increase effectiveness in marketing activities, marketers are now using both traditional and digital marketing

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Public policy issues with direct and digital marketing

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Public policy issues with direct and digital marketing

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Direct and digital marketing have been associated with fake news, click baits, unsubscribe emails, unsolicited phone calls, messages and emails, bogus accounts, phising, hacking, pop-ups and fraud links

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Irritation, unfairness, deception and fraud

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Irritation, unfairness, deception and fraud

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TV commercials can be long, loud and insistent. Junk mail and spam are irritating
Marketers may take unfair advantage of impulsive buyers as well
The marketing events may turn out to be an investment or charity donation scam, internet fraud or phising

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Consumers fear their privacy being invaded. Cookies, cloud-linked accounts, credit card fraud and trackable devices can invade consumer privacy
The information consumers provide to marketers might be abused due to hacking, spying, stalking and the culprit can steal the consumer's identity

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The Do-not-call registry was implemented and organisations must check with the DNC registry which numbers are registered in the list. Marketers are not allowed to call numbers registered in the list.
Spyware alerts, malware scanning, 2 Factor Authentication and Voice or Fingerprint recognition have been implemented to enhance cyber security