BACKGROUND OF DIRECT MARKETING.

BACKGROUND OF DIRECT MARKETING

1.2.1 IN USA

1.2.2 IN MEXICO

Before 1970, and direct marketing tools were used; It is born as such in 1982 when Aaron Montgomery, United States I distribute its first catalog of corridos by mail. Direct marketing reached a boom driven by the following factors:

It was before marketing. Venia and since ancient times as prehistory since early people communicated very simple forms until the last decades where he had a takeoff with the first printed.

The era of mass communication. Since the eighteenth century to the early twentieth century publicists they had the ability to reach large segments of the population through mass communication first by faster and even after transmission through printers.

He was Research. In recent years, advertisers have improved their ability to identify segments of the population and these will be closely sharper for the market you want to achieve this was by constructed and prepared for each group or person specific messages that you want to conquer .

In Mexico although no official records on investment in direct marketing, it is possible to deduce its growth represented by the large number of companies that have been generated in services such as telemarketing, online marketing and agencies dedicated to the development of campaigns direct marketing.

The growth is also reflected in the development of contact centers or websites in all types of organizations. An example is that at the end of 2006 was counted in Mexico with 186.168 equivalent to an equal number of web domains.

1.2 DEFINITION OF DIRECT MARKETING

* The process of planning, execution and planning of promotions that are made directly with the consumer, to create exchanges that satisfy individual and organizational objectives.

* Refers to the technique used to get customers to make a purchase from your home, office or other physically outside stores environment; this through email, catalogs and mail order, telemarketing etc.

1.3 DIFFERENCE OF DIRECT MARKETING WITH MASSIVE MARKETING AND ADVERTISING

Direct marketing is a communication mechanism focused on a specific sector of the population. Its uniqueness is to offer or communicate appropriate and of interest to individuals with well identified profiles messages. Unlike mass marketing, this has a higher cost per person who receives it. However, the number of subjects to which it is directed is lower, therefore the total cost of the campaign is much lower.

Direct marketing wants the same rigor applied to qualify the reliability of promotional activities, as is done with the advertising media, which should allow direct quantification of its results and its value whenever possible by tabulating answers telephone or e-miss

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