telemarketing

Telemarketing is a form of direct marketing in which sales or information messages are delivered to potential customers by telephone. It includes outbound calls initiated by a company to sell products or services, as well as inbound calls in response to advertising or inquiries. Telemarketing can involve live agents or automated dialing and prerecorded messages (robocalls); many jurisdictions restrict automation to protect consumers.

Practices commonly involve scripted pitches, lead qualification, appointment setting, and the use of customer relationship management systems. Outbound telemarketing targets lists of prospects, while inbound telemarketing handles inquiries and orders. Calls are typically subject to rules on consent, call timing, caller identification, and opt-out options, with stricter limits for automated dialing in many countries.

History: The use of telephones for marketing expanded in the 20th century, becoming a core component of call centers. Advancements in dialing automation and data analytics increased efficiency, but public concern about privacy and nuisance led to tighter regulation in many jurisdictions.

Regulation and privacy: In the United States, the Telephone Consumer Protection Act governs robocalls, requires certain permissions, and maintains Do Not Call lists. Across Europe and other regions, data protection and direct marketing laws, such as GDPR and CASL, govern consent and the handling of personal information. Companies must provide opt-out mechanisms and robust recordkeeping to comply with applicable rules.

Criticism and trends: Telemarketing is often viewed as intrusive and prone to fraud or spoofing. As a result, many firms emphasize consent-based, inbound- and value-driven strategies, use of identity disclosure, and integration with digital channels to improve relevance and reduce regulatory risk.