Direct Marketing: Advantages and Disadvantages (Essay Sample)

Direct Marketing: Advantages and Disadvantages Student’s Name Institutional Affiliation Course Instructor Date Direct Marketing: Advantages and Disadvantages Direct marketing is the process where an organization communicates directly to pre-selected customers via emails, telephone or short message services informing them about a specific product or service. It is disadvantageous because its reach is limited, and it is likely to face consumer rejection; however, it is advantageous because it can enable an organization to attain measurable results and feel its effects immediately. Direct marketing can enable an organization to achieve measurable results. When a company uses direct marketing, it makes it easier for them to measure the results because it gives customers a way to respond. For example, when an organization uses an online banner or short message services, SMS where recipients are expected to click on a link or respond with a specific letter, number or word. The company can measure the effectiveness of their message by comparing the number of individuals who followed the link or responded to the SMS with the number of people who received the respective email or SMS. If they received few responses or clicks, the company could assume that their offer was not enticing (Sejati, 2018). Direct marketing allows an organization to know customer reactions. Direct marketing is advantageous because its effects are felt immediately by an organization. The impact of direct marketing is felt immediately because the offers or coupons offered by companies are always time-sensitive. When a customer responds to direct marketing, the result is a sale. For instance, if an organization sends an email or SMS that provides customers a limited-time coupon for $10 of food at their favourite restaurant that costs $5, the company feels the effect immediately as people redeem the voucher (Sejati, 2018). Direct marketing enables an organization to achieve instant results. On the other hand, direct marketing is disadvantageous because it can lead to consumer rejection. Direct marketing can lead to customer rejection because most consumers have a distaste for advertising. For example, when a company sends several direct marketing materials to an individual who searches for information about products before making a purchase. The individual is likely to tune the message out in case he or she had not searched about the product recently or do not intend to make a purchase. It can waste the advertiser’s money and create a negative product connotation in the mind of the consumer (Ellsworth, 2015). Direct marketing can face dismissal from some consumers. Direct marketing is disadvantageous because it has limited reach. It cannot be used to reach masses because it is focused on consumers who have provided their email addresses or phone nu...