Talk:Direct marketing
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[edit] Connect this page to search term "direct sales"
There is a 31-page comprehensive discussion of the history of direct marketing (from the first catalogs in 1450 to Lester Wunderman coining "Direct Marketing" in 1961 -- and beyond) that can be found by typing in "direct marketing history" in Google. In actual present-day practice, direct marketing can be used in any medium where a response is the objective. I don't believe in the current practice of marketing that there is any distinction between "Direct Marketing" or "Direct Response". SMAresource 03:04, 7 February 2007 (UTC)
[edit] Remove and create standalone Direct Response article
Direct response marketing does not really fit into this article and really deserves its own. Thoughts?
- I agree. Both articles should mention the other however, because people tend to get the two terms confused. mydogategodshat
Direct Marketing is a sub disipline of marketing that can be used as a stand alone marketing strategy (Dell computers), an integrated part of marketing (a loyalty club) or as a peripheral part of marketing, simply at a tactical level.
Spam and junk mail are not true forms of Direct Marketing as these mediums are not targeted. At the very least recipients of Direct Marketing are "prospects" who are likely to be interested in the product.
Direct Marketing is a strategic dispicline. Direct Response advertising is a form of media.
This article does not truely describe what Direct Marketing is. This is understandable considering Direct Marketing is only just coming into the mainstream marketing world. I would help write the article but think someone else could do it better.
DM relates heavily to Database Marketing and Relationship Marketing.
- I agree that they do not overlap enough to merge.--SarekOfVulcan 18:15, 23 January 2006 (UTC)
[edit] This article is worthless and not written by experts in the field
If you're reading this article, please seek other sources for information on direct marketing. This article was penned by relatively uninformed writers so please do not rely on it too much. It needs to be entirely rewritten by an expert in the field.
Guys, there is no real world distinction between direct marketing and direct response. I'm a university professor of marketing and a former DM agency chief creative officer. Direct marketing, done properly, is ALWAYS an interactive effort -- an attempt to get a RESPONSE back, not just an outgoing contact. There are people who do send things without asking for a response. The proper term for that is NOT direct marketing; it is general advertising that just happens to use the media of mail. The distinction drawn in this article between direct marketing and direct response is rubbish. "Junk mail" aka direct mail is always direct marketing if it seeks a response. Targeting can be a matter of degree but even untargeted mailings that seek a response are direct marketing to the extent they are delivered to a single customer or prospect in an attempt to start a relationship.
Maybe one day when I have time, I can set this article straight. But for now, if you're using this article for research, please don't rely on it too heavily. You'll be better off starting with a textbook. I recommend the latest edition of Direct Marketing by Ed Nash if you can find it.—The preceding unsigned comment was added by Yepperdoo (talk • contribs) on 5th August 2006.
- That's a perspective from an insider in the industry, not an expert. Ralph Nader would be an expert. Ken 01:20, 16 October 2006 (UTC)
- I agree that this article is rough. The Direct Mail sections should be merged together without the B2B section in the middle, the current article doesn't flow, there are POV rambles, and it would be good to have a history of direct marketing. This section and this section are well-written. It could definitely use more attention from people well-versed in direct marketing. --Ac246 10:05, 15 November 2006 (UTC)
[edit] Direct Market
The article Direct Market deals with a distinct subject which is not the same as "direct marketing" (i.e. it isn't even an example of that concept), so I've removed the MERGE tag from here. Tverbeek 18:57, 23 January 2006 (UTC)
[edit] JunkMail equals DM, or not / pro-DM bias
The article Direct Market deals with a distinct subject which is not the same as "direct marketing" (i.e. it isn't even an example of that concept), so I've removed the MERGE tag from here. Tverbeek 18:57, 23 January 2006 (UTC)
The search-term "junk mail" currently feeds directly into this article, "direct mail", yet the Direct Mail article goes to great lengths to divest itself of any association with "junk mail". Further, the use of "targeting" to separate DM from Junkmail is invalid, because it is not in line with the widely used definition of junkmails (as verified by almost all online dictionaries). Wikipedia is dedicated to portraying reality, not altering public opinion. Therefore, this monority view/advertising push should be altered to more correctly represent the popular view (that unsolicited mass-mailed ads = junkmail, whether the ads are "targeted" or not).
The minor distinction of targeted versus untargeted is a distinction used ONLY by the small minority of DM professionals, not by the overwhelming public majority who actually decides what is or is not "junkmail".
Worse, the article-- although written by DM professionals-- reads less like a description of junkmail/DM as it is truly seen in the public eye, and more like an attempt by DM professionals to free their profession --and junkmail/direct-mail-- of any negative connotations.
This article should either be separated from the term "junkmail" (in which a more balanced, accurate picture of the public's view of junkmail could appear), or the article should be carefully rewritten with the pro-DM bias removed. Wikipedia is in the business of describing reality, not molding public opinion. Let advertisers pay for commercial time, if they wish to modify public opinion. Sethnessatwikipedia 07:47, 24 October 2006 (UTC)
[edit] history of direct marketing
- 1498 - First book catalogue (Italy)
- 1667 - First gardening catalogue (Eng)
- 1727 - Mail order library (USA)
- 1833 - Customer buying clubs (Eng)
- 1872 - Montgomery Ward founded (USA)
- 1874 - Sears Roebuck (USA)
- 1905 - UK modern mail order catalogue
- 1926 - Modern book club (USA)
- 1950 – Diners Club (charge card)
- 1958 – American Express (charge card)
- 1958 – Bank Americard (first Visa card)
- 1966 – Barclaycard (first UK Visa)
- 1972 – Access (first UK Mastercard)
- 1970 – Storecards (House of Fraser)
- 1991 – Homebase Spend and Save (first mag-stripe loyalty id card)
- 1995 - Tesco Clubcard (first 10 mill user card)
Brief, not complete
Any direct marketing pre-1498? —The preceding unsigned comment was added by 82.39.100.177 (talk • contribs) .
Catalogues are not the same as direct marketing -- zzuuzz (talk) 18:49, 25 February 2006 (UTC)
RE: Zzuuzz - Direct selling is the predecessor of direct marketing, and therefore is acknowledge above. Also, on the article for this topic, catalogues are acknowledge as a form of direct marketing —The preceding unsigned comment was added by 82.39.97.83 (talk • contribs) .
[edit] Introduction too long
The several paragraph introduction is way too long and fails to get to the point. It should be one paragraph, since this topic is actually pretty simple. Like, "Direct marketing is an industry term for unsolicited commercial communication with consumers or businesses." Ken 01:22, 16 October 2006 (UTC)
agreed will you do the needful ? Sanjiv swarup 16:16, 29 March 2007 (UTC)
[edit] History addition
I believe that direct marketing was pioneered by Julius Seligsoehn Netter at BIA based in Moorgate, London (British International Addressing) in the 1940s. A German Jew new to the UK he set up the company to hold paper-based databases of Doctors and other professionals who companies could then target and send out direct mail to. I believe their largest client was Shell Oil who was interested in marketing to certain types of individuals. If anyone has more info on this maybe we can update the main page on Direct Marketing to include this information. Pete Nelson 20:22, 15 November 2006 (UTC)
[edit] DMNews.com
DMNews.com - The News Leader in Direct, Database and Internet ...Provides news, feature articles, columns and special reports on direct marketing. www.dmnews.com/----
suggest that this be added to the reference section Sanjiv swarup 06:17, 30 March 2007 (UTC)
- Do you mean external links section? As a reference it seems inappropriate to link to the main page of a changing website, especially when it's not clear which assertions it's supposed to back up.
- If you do mean the external links section - I think a link to one industry magazine could be good. Do most editors think this is the best one? -- Siobhan Hansa 13:11, 30 March 2007 (UTC)
