Direct Marketing
Direct marketing is the new ad mantra
(livemint) - Advertisers are turning increasingly to direct marketing to communicate with consumers as they attempt to save on costs and ride out the economic downturn, a business opportunity that ad agencies are trying to tap.
UK-based Aegis Group Plc has tied up with independent agency Fresh IMCS and Dentsu India launched a unit in partnership with an outsourcer, Serco BPO Ltd, to offer direct marketing services.
Direct communications, with its arsenal of mailers, brochures, road shows, sampling, events, phone calls, emails and digital contacts, is favoured by advertisers as a cost-effective, measurable medium in these times, when companies are trying to cut costs.
It throws open direct lines of communication to consumers, who can interact with the brand or advertiser.
Media specialists such as Deepak Jayaram, national director, dialect, GroupM India Pvt. Ltd, estimate the one-on-one communications market at Rs1,000 crore-plus yearly, with likely annual growth of 15-20%.
© 2009 Marketing News Today. 
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