otseturundus

Otseturundus, or direct marketing, is a marketing approach that communicates directly with defined groups of consumers to provoke an immediate response, such as making a purchase, requesting information, or signing up for a service. Unlike broad-brand advertising, it emphasizes measurable action and a defined target audience. It relies on data-driven segmentation and personalized offers.

Historically, direct marketing began with mail-order catalogs and direct mail; it expanded with telemarketing, door-to-door selling, and later with customer databases and CRM systems in the late 20th century.

Common channels include direct mail, email, telemarketing, SMS, and online direct response advertisements, as well as catalogs and targeted social media messages. Campaigns use segmentation, personalization, and strong calls to action.

Direct marketing emphasizes data privacy and consent, and is shaped by regulations such as anti-spam laws and data protection rules.

Measuring effectiveness relies on response rate, conversion rate, return on investment, and cost per acquisition. Trends include permission-based marketing, multichannel integration, marketing automation, and advanced analytics to attribute results.