Direct　Marketing　Sales　and　Promotion Essay

Direct　Marketing　Sales　and　Promotion - Essay Example mpanies are at a dilemma as to how to increase their brand equity, operating within a business environment where most companies are focused on brand building and thus, strong brands are not necessarily a competitive advantage anymore. With the increased advertising clutter and shifting market demographics with highly fragmented consumer needs, the traditional dominance of mass media in todays, promotional strategy is declining. This essay aims to analyse the growth of Direct Marketing in today’s communicational mix and to identify both desired and unintended effects of direct marketing activities. The essay will further focus on the challenges in designing and deploying effective direct marketing campaigns, which are creative and exciting enough to compete with the overall advertising clutter competing for consumer attention. When considering the communication mix options available for marketers today, the highly developed communication industry coupled with the wide spread use of Internet has provided new means of interactive marketing such as web sites, online stores, and a host of other innovative and informative means such as CD Rom catalogues and Video screens in supermarkets, altering the traditional mix of promotional tools drastically. These wide choices have not only increased the reach of the communication mix but also reduced the cost per reach significantly. The biggest advantage of these new modes of communicational tools lies in being able to be highly focused and directed to the desired segment of consumers. Within these changes in promotional strategies, a notable development is the increased importance placed on direct marketing. Environmental forces such as political, economic, social and technological factors driving such growth of Direct Marketing is worth analysing in order to understand why direct marketing is becoming an increasingly popular mode of communicating with the consumers. More and more companies are embracing the paradigm shift