essay on direct marketing

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What Is Direct Marketing?

How direct marketing works, the advantages and disadvantages of direct marketing.

• Marketing Essentials

Direct Marketing: What It Is and How It Works

Yarilet Perez is an experienced multimedia journalist and fact-checker with a Master of Science in Journalism. She has worked in multiple cities covering breaking news, politics, education, and more. Her expertise is in personal finance and investing, and real estate.

Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers, rather than through a third party such as mass media. Mail, email, social media, and texting campaigns are among the delivery systems used. It is called direct marketing because it generally eliminates the middleman, such as advertising media.

Key Takeaways

• Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers, rather than through a third party such as mass media.
• The call to action is a common factor in much of direct marketing.
• The effectiveness of direct marketing is easier to measure than media advertising.

Unlike traditional public relations campaigns pushed out through a third party such as media publications or mass media, direct marketing campaigns operate independently to directly communicate with target audiences. In direct marketing, companies deliver their messaging and sales pitches by social media, email, mail, or phone/SMS campaigns. Although the number of communications sent can be massive, direct marketing often attempts to personalize the message by inserting the recipient's name or city in a prominent place to increase engagement.

The call to action is an essential part of direct marketing . The recipient of the message is urged to immediately respond by calling a toll-free phone number, sending in a reply card, or clicking on a link in a social media or email promotion . Any response is a positive indicator of a prospective purchaser. This variety of direct marketing is often called direct response marketing.

Targeting in Direct Marketing

A direct marketing pitch that is delivered to the widest possible audience is probably the least effective. That is, the company may gain a few customers while merely annoying all of the other recipients. Junk mail, spam email, and texting all are forms of direct marketing that many people can't get rid of fast enough.

The most effective direct marketing campaigns use lists of targeted prospects in order to send their messages only to the likeliest prospects. For example, the lists might target families who have recently had a baby, new homeowners , or recent retirees with products or services that they are most likely to need.

Catalogs are the oldest form of direct marketing, with a history that dates back to the latter half of the 19th century. In modern times, catalogs are usually sent only to consumers who have indicated an interest in a previous purchase of a similar product while social media has emerged as the most modern form of direct marketing. Targeting strategies can also be used on social media when putting out ads; platforms like Facebook allow brands to choose the age, gender, demographics, and even interests of potential new audiences that an ad could reach.

Many companies engage in opt-in or permission marketing , which limits their mailing or emailing to people who have indicated a willingness to receive it. Lists of opt-in subscribers are particularly valuable as they indicate a real interest in the products or services being advertised.

Investopedia / Daniel Fishel

Direct marketing is one of the most popular and effective marketing tools in order to establish a direct connection with a target audience. Direct marketing has its appeal, particularly to companies on a shoestring budget who can't afford to pay for television or internet advertising campaigns. Especially as the world becomes increasingly connected through digital platforms, social media becomes an effective way to market to customers.

The main drawback with direct marketing, however, is the profile-raising and image building that comes with a third party accrediting your brand. For example, although a company may pay for a sponsored article in The New York Times, this can greatly enhance a brand's image and can help "seal the deal" with customers who are willing to trust a supposedly unbiased source or external opinion.

By its nature, the effectiveness of a direct marketing campaign is easier to measure than other types of advertising, since brands can analyze their own analytics, track unique source codes, and tweak strategies effectively without going through a middleman. The company can measure its success by how many consumers make the call, return the card, use the coupon, or click on the link.

Smithsonian, National Postal Museum. " Catalogs and the Mail Order Industry ."

Smithsonian, National Postal Museum. " Direct Marketing, Advertising Agencies, and Designers ."

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Essays in direct marketing : understanding response behavior and implementation of targeting strategies

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In direct marketing, understanding the response behavior of consumers to marketing initiatives is a pre-requisite for marketers before implementing targeting strategies to reach potential as well as existing consumers in the future. Consumer response can either be in terms of the incidence or timing of purchases, category/ brand choice of purchases made as well as the volume or purchase amounts in each category. Direct marketers seek to explore how past consumer response behavior as well as their targeting actions affects current response patterns. However, considerable heterogeneity is also prevalent in consumer responses and the possible sources of this heterogeneity need to be investigated. With the knowledge of consumer response and the corresponding heterogeneity, direct marketers can devise targeting strategies to attract potential new consumers as well as retain existing consumers.

In the first essay of my dissertation (Chapter 2), I model the response behavior of donors in non-profit charity fund-raising in terms of their timing and volume of donations. I show that past donations (both the incidence and volume) and solicitation for alternative causes by non-profits matter in donor responses and the heterogeneity in donation behavior can be explained in terms of individual and community level donor characteristics. I also provide a heuristic approach to target new donors by using a classification scheme for donors in terms of the frequency and amount of donations and then characterize each donor portfolio with corresponding donor characteristics.

In the second essay (Chapter 3), I propose a more structural approach in the targeting of customers by direct marketers in the context of customized retail couponing. First I model customer purchase in a retail setting where brand choice decisions in a product category depend on pricing, in-store promotions, coupon targeting as well as the face values of those coupons. Then using a utility function specification for the retailer which implements a trade-off between net revenue (revenue – coupon face value) and information gain, I propose a Bayesian decision theoretic approach to determine optimal customized coupon face values. The optimization algorithm is sequential where past as well as future customer responses affect targeted coupon face values and the direct marketer tries to determine the trade-off through natural experimentation.

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• Inbound Marketing
• People-Led Marketing
• Funnel Advertising
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• Email Marketing
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• Content Marketing
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What Is Direct Marketing? Benefits, Steps, and Examples

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By Laia Cardona , on 14 March 2023

Direct marketing is a form of marketing that focuses on communicating directly with customers or clients to promote products or services. The method of communication by the advertiser or marketer can come in many formats, like email, social ads, or even direct mail. One of the most useful methods is direct email marketing.

An essential part of direct marketing is the measurable response from the consumer. F or example, if you offer a discount for an online store, you should include a cookie or pixel to let you know if the recipient has used the code you sent.

Difference Between Direct and Indirect Marketing

Primary mediums of direct marketing, benefits of direct marketing for your product, 4 examples of direct marketing in companies, steps to fire up your direct email marketing campaign, how we work with direct marketing.

While direct marketing is all about getting a customer to buy your product or service, indirect marketing takes more of a backseat approach. The goal of indirect marketing is to build brand awareness and establish a loyal following that will continue to buy from you over time.

Here are some of the primary methods of direct marketing within the digital environment.

1. Email Marketing

Direct email marketing allows you to send offers, advertisements, reminders, and other messages to a person whose data has already been saved in a database (either your database or a third party's).

2. Catalogue Marketing

This method has been used for many years but with the rise of the Internet, physical catalogues have migrated to the Internet where they have become completely digitized.

3. Digital Marketing

Marketing on the internet has been growing nonstop in recent years. According to eMarketer, investments in online advertising beat those on TV in 2017. Furthermore, one very popular direct marketing method is the use of Social Ads by way of Custom Audiences. This allows you to upload your database(s) to your social networks in order to create personalized campaigns.

4. Social Media

Social media has changed the face of direct marketing. On social platforms, the dialogue between customers and a company is carried out publicly, which helps ensure the communication between both parties is monitored and promoted content or offers are truly interesting to the consumer.

This type of online advertising is one of the oldest out there. It tries to spark the interest of users by promoting interaction. The majority of banners are clickable.

Direct marketing allows you to promote your product or service directly to your target audience and measure the results quickly, but let's look at some of the benefits in more detail.

High segmentation and targeting: you can reach your specific audience segments with personalized messages. To be successful, invest time in researching and identifying the consumers who are most likely to convert.

Optimize your marketing budget: targeting online direct marketing to a specific audience allows you to set realistic goals and improve sales on a tight budget. If you properly optimize your direct marketing campaign, you will achieve results at a small percentage of the cost of traditional advertising.

Increase your sales with current and former clients: direct marketing lets you communicate with your current customers and maintain the relationship while continuing to bring value. It also allows you to get back in touch with old customers and generate new sales opportunities.

Upgrade your loyalty strategies: direct contact with your customers allows you to customize your promotions and email content to their needs. To maximize results, you can combine your direct marketing methods with a loyalty program .

Create new business opportunities: d irect marketing allows you to adapt to market demands at all times and respond more effectively when you discover new opportunities.

Tests and analyzes results: d irect marketing campaigns give you the opportunity to measure your results and make decisions in real-time.

The most powerful and innovative direct marketing strategies elicit a reaction from the target audience with content delivered directly to the consumer, either physically and through email marketing. A very striking graphic design, a surprising product, or a video that touches viewer can elicit a big response from the consumer. Below we'll review four great examples of direct marketing!

1. Toyota Corolla

Direct marketing is a great opportunity for businesses if used in the right way. It is also a good way for agencies to flex their muscles. If they put all their creativity into the strategy and use attention grabbing advertising techniques, the campaign will long be remembered by the public and attract potential customers. A great example of this is Toyota.

2. Touch Branding

This is a branding agency based in Prague with over 15 years of experience in global campaigns. They created a direct marketing campaign with the tagline "We'll give our blood for good branding" and created a graphic that supported the message. This really is one of the best examples of direct marketing that we've ever seen!

For direct mail, they attached a "blood bag" (don't worry - it was fake) with the letters. They supported the direct mail campaign with matching email campaigns and banners on their website. What a way to "hook" potential companies to be customers!

The beauty of Canva's emails is the simplicity. When they create a new design concept, they advertise it to all of their subscribers and send them an email so that they know about it and can start using it in their presentations and infographics. At Cyberclick, we love this online marketing tool and believe that their emails are great examples of effective direct marketing.

4. Instacart

Instacart is a grocery delivery service that allows customers to order online and then receive their groceries the same day.

This company came up with a direct marketing campaign to increase awareness of their brand and of the service that they provide. Along with online advertising like Google ads and social ads, they made videos ads, like the one below

In this ad, Instacart uses emotion and humor to convey their message and promote their product directly to the viewer.

As mentioned, email marketing is a very successful way to directly connect with your customers. Ready to start? Here's your step-by-step guide on how to launch a direct marketing email campaign.

Develop your contact list: the first step in developing a direct email marketing campaign is knowing who you're going to target. You can find many email lists by sector from third-party providers, but you need to take your segmentation further and find users who are genuinely interested in your product or service. To get leads, you can try an inbound marketing campaign based on content (such as downloads of an ebook) or lead generation ads on social platforms. Whatever you do, do not forget to segment your contacts, for example, by how often they visit your site or products that interest them.

Create the ideal email: t hink subject lines , text, icons, and CTAs . Nothing in your email marketing campaign should be random. Align your creativity with precise segmentation.

Enter a code or identification pixel: as mentioned above, one of the keys to direct marketing is the ability to precisely measure all the results. To do this, you need to include a pixel code in your emails that identifies users who have come to your site through this particular campaign.

Test the campaign: run A/B testing and discover what really works with your audience. Remember that the key to A/B testing is to only isolate and tweak one variant so that you can attribute the results to a specific element of your campaign.

Launch your campaign at an optimal time: first, send a test email to make sure everything runs smoothly, and then launch your campaign. But beware! As is the case with social networks and other digital advertising tools, you must send out your campaign on an ideal day and at the optimal time.

Measure consumer responses: now, you just have to wait to see the reactions. Let your campaign run for a while before drawing conclusions since not everyone looks at their email instantly.

Analyze the results: finally, you have to measure how your campaign has performed. How many people have opened the mail, clicked, or converted? If you've tried several versions, what has worked best and why? Use these conclusions for the next campaign!

At Cyberclick , we understand that internet-based direct marketing has two primary objectives:

• Generating clients . We can use either our own contact lists or access lists from third party databases. We do this because we know these databases contain potential clients who fit your buyer persona but we must convert these qualified leads into actual clients. A well-executed online direct marketing campaign (which contains the right message and is posted on the right channel) will yield high conversion rates with a relatively low budget. From here, we move on to the second stage: retaining new clients and building customer loyalty.
• Promoting the loyalty of our current customers . Customer loyalty can be centered around the continued purchase of one specific product or service or simply returning to purchase something different each time. Either way, it is something every brand wants to cultivate.

Remember, good planning and preparation are the keys to success for digital marketers. Good luck with your direct marketing campaigns!

Laia Cardona

Responsable de la estrategia de inbound marketing en Cyberclick. Gestión del CRM con Hubspot, de la base de datos y creación de la estrategia global de contenidos, workflows y lead nurturing. Experiencia en marketing digital, comunicación digital y periodismo en medios de comunicación.

Responsible for the inbound marketing strategy at Cyberclick. Experience in digital marketing, digital communication, media journalism, CRM management with Hubspot, creation of global content strategy, workflows and lead nurturing.

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Crafting piles of Direct Marketing papers is an immanent part of present-day studying, be it in high-school, college, or university. If you can do that single-handedly, that's just awesome; yet, other learners might not be that lucky, as Direct Marketing writing can be quite laborious. The database of free sample Direct Marketing papers introduced below was put together in order to help flunker students rise up to the challenge.

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Direct Marketing Pharmaceuticals Effects Essay

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• As a source of information (ensure proper referencing)
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Effects of Direct Marketing Pharmaceuticals to Consumers

Debate around marijuana, recall and recognition, individualism and collectivism, the difficulty of diagnosis and treatment of personality disorders, works cited.

Direct-to-consumer advertisements of pharmaceuticals first gained popularity in 1997, after FDA created a “draft guidance” outlining the rules for the advertisement of pharmaceuticals. The company had to provide a summary of the side effects of the product in published advertisements, and only the major risks of the drug in broadcast commercials (Fain and Caleb Alexander para. 2). Direct-to-consumers advertisements became very popular with pharmaceutical companies and peaked at 3.3 billion dollars in spending in 2006 (Fain and Caleb Alexander para. 4). These advertisements quickly became a controversial issue. The main criticism against such ads lies in the lack of medical knowledge of the consumers. Therefore, these consumers can insist on prescriptions inappropriate for their conditions (Fain and Caleb Alexander para. 5).

Direct-to-consumer advertisements can be responsible for a wide range of poor judgments from customers. Consumers are driven to the advertised products in search of efficacy but due to their lack of medical knowledge tend to rely on anecdotes, lay theories combined with various biases and heuristics. A rational decision-making model would assume that consumers would weigh the risks and advantages of these products. On the contrary, people have to make so many decisions in their everyday life that they tend to rely on less accurate decision-making methods (Ilyuk et al. p. 319). Some of these biases are very disconcerting to me, especially the tendency to choose a “no pain, no gain” approach when assessing side effects and negative reactions to the drug. A consumer might continue to take a drug that is harmful to them because they perceive it as efficacy (Ilyuk et al. p. 315).

Marijuana has been a controversial drug for decades. The main argument against marijuana centers on its perceived status as a “gateway drug.” Since the start of medical marijuana legalization in the 1990s, this concern persisted amongst politicians while public opinion became more favorable towards the drug. During a discussion, marijuana is often presented as a stepping stone for heroin use (DeAngelo and Redford p. 3). The rise of heroin use in recent years has coincided with the rise of prescription opioid abuse (DeAngelo and Redford p. 4). Could the more accepting view of marijuana lead to it being a gateway drug for the increasing heroin use? Analysis of the accumulated research found that while the legalization of marijuana leads to its higher use, it could not find any evidence that there is any connection to the increased use of heroin, disproving the notion of marijuana as a gateway drug (DeAngelo and Redford p. 19).

Another point of controversy concerns the use of marijuana among teens, especially in the states where medical marijuana has been legalized. Research indicates that while there was an increase in marijuana use among teens during the mid-2000s – 2011 period, legalization of marijuana did not have a statistically significant effect on it (Anderson, Mark et al. p. 23). Personally, these findings leave me leaning in support of marijuana legalization.

Different people can have different preferences for tests. If I have a choice, I usually pick an essay. I find it to be a well-structured way of delivering information as well as a chance to create a clearer memory of the presented information. While writing an essay in class, I use recall to reconstruct all the learned information on the given subject and then organize it into one paper. Nevertheless, recall is not the only way to remember information. I use recognition daily to remember passwords, events associated with songs, and solving of rudimentary puzzles.

Two models of information processing are often recognized: recall and recognition. Recognition utilizes associations between events and objects to access memory related to them; it is considered mostly an unconscious process (Ornstein p. 245). People who prefer multiple-choice tests use this model to remember the right answer utilizing the information presented in the test. On the other hand, recall is used when the event or object is not currently present, relying directly on memory for information (Ornstein p. 245). According to Ornstein development of recognition does not rely on societal needs or surrounding stimuli, and might be determined by genetics, while the development of recall can be more dependent on environmental stimulation (p. 254).

Individualism and collectivism can be considered opposites due to differing values they represent. Individualism praises self-reliance and independence while collectivism prioritizes working in groups and compliance. Individualists are more likely to care only for themselves and their immediate family in this perspective, and collectivists divide into ingroups and outgroups, expecting their ingroups to provide security in exchange for loyalty. Both can be presented positively and negatively. For example, a person could be so focused on their goals that they hurt the wellbeing of others; in this case, individualism can be seen as selfish and damaging to society. On the other hand, an individualist could be expected to need less from the government and advance in a career while facilitating a competitive economic environment. Collectivism at its worst can disregard the needs of the people and treat them poorly while exploiting their loyalty but a productive collectivist society is united and promotes solidarity, empathy, and cooperation (Taras et al. p. 217).

Surprisingly, a meta-analytical study found these two ideologies are much more alike than it was previously considered. Due to the way the research of this topic is done the accuracy of their differences is hard to measure. The choice of demographic data, the level of analysis, instruments used to collect data, cultural regions can have a strong effect on the results. It proposes the development of a more unified and quantifiable instrument for research on this topic (Taras et al. p. 234).

Personality disorders are quite common in our society. People with personality disorders have problems in interpersonal relationships but often are not aware of them and end up attributing these problems onto others. The research on this disorder is lacking which leads to many people living with an undetected personality disorder. Also, it could be misdiagnosed, and they could be receiving insufficient or even harmful treatment in the result. Premature mortality and suicide are also associated with a personality disorder, making its diagnosis a priority (Tyrer et al. p. 717).

Partially the difficulty of diagnosis is in the fact that a personality undoubtedly exists, but there is no clear definition of what is considered an ordered and disordered personality. The diagnosis has to be made of a disorder that is lifelong or at least of many years’ duration in interaction with other people is a main element of the disorder. There exists no biological or any other kind of marker for its identification. Lack of awareness from the position of the patient also provides difficulty in diagnosis (Tyrer et al. p. 718). Even if the disorder is diagnosed this lack of awareness can prove difficult to overcome to treat the patient, and the treatments themselves are not well documented except for borderline personality disorder (Tyrer et al. p. 719).

Anderson et al. “Medical Marijuana Laws And Teen Marijuana Use”. American Law And Economics Review , vol 17, no. 2, 2015, pp. 495-528. Web.

DeAngelo, Gregory, and Audrey Redford. “Is Medical Marijuana a Gateway Drug?: The Effect of Medical Marijuana Legalization on Heroin Use Rates.” 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas . No. 229981. Southern Agricultural Economics Association, 2015.

Fain, Kevin M. and G. Caleb Alexander. “Mind The Gap”. Medical Care , vol 52, no. 4, 2014, pp. 291-293. Web.

Ilyuk, Veronika et al. “Efficacy Expectations And Adherence: Evidence Of Consumer Biases And Heuristics In Pharmaceutical Marketing”. International Series In Quantitative Marketing , vol 20, 2013, pp. 315-344. Web.

Ornstein, Peter A. Memory Development In Children (PLE: Memory) . Hoboken, Taylor And Francis, 2014.

Taras, V. et al. “Opposite Ends Of The Same Stick? Multi-Method Test Of The Dimensionality Of Individualism And Collectivism”. Journal Of Cross-Cultural Psychology , vol 45, no. 2, 2013, pp. 213-245. Web.

Tyrer, Peter et al. “Classification, Assessment, Prevalence, And Effect Of Personality Disorder”. The Lancet , vol 385, no. 9969, 2015, pp. 717-726. Web.

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IvyPanda. (2020, September 14). Direct Marketing Pharmaceuticals Effects. https://ivypanda.com/essays/direct-marketing-pharmaceuticals-effects/

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IvyPanda . 2020. "Direct Marketing Pharmaceuticals Effects." September 14, 2020. https://ivypanda.com/essays/direct-marketing-pharmaceuticals-effects/.

1. IvyPanda . "Direct Marketing Pharmaceuticals Effects." September 14, 2020. https://ivypanda.com/essays/direct-marketing-pharmaceuticals-effects/.

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Direct Marketing Essay

A company’s total marketing communications mix – also called its promotion mix – consists of the specific blend of five different parts. Name and define these parts.

It is known that any marketing communication activity denotes promotion of this or that product, brand or a company. Effective marketing communication guarantees effective marketing. There are five different elements of the promotion mix. They are advertizing, direct marketing, personal selling, sales promotion and public relations.

Advertizing is a type of communication which does not require personal participation because it is a product of media which includes such sources as television, radio, newspapers, magazines, billboards, internet. The major goal of any advertising is to inform the public and to persuade that the advertised product is good. Usually it is done by means of a message. It is also important that the advertiser should pay for his advertisement. It is considered to be “above the line promotion”.

Direct marketing is a so-called process of selling which denotes direct relations between the customers and the business organization by means of promotion letters, messages, websites, catalogs, online ads and so on. Direct marketing is used by all types of businesses that is why it is very popular.

Personal selling denoted a process when a seller wants to persuade somebody to buy his product. It is an oral communication. Personal selling is related to a bargain with one potential buyer. For example, door-to-door sale or sales meetings are considered to be personal selling.

Sales promotion is connected with the provision of incentives to the buyers. It may be also a distribution channel which increases the product’s demand. It is considered to be a short-term promotion of the product. For example, free samples of the product which are given to the buyers or some coupons which will encourage the buyers to make a purchase.

Public relations denotes the way of product promotion by means of special information about the product which should be placed in the media. In this case the company does not have any control over the process of promotion. Public relation, or publicity is a non-personal method of communication related to a large number of people. However, the company does not pay for it.

Advertising Essay Conclusion

In conclusion, it is necessary to say that the effectiveness of marketing depends on the communications effectiveness that is why all the elements of promotion mix play a significant role in the process of promotion a product, brand or a company.

Belch, G.E., Belch, M.A. (2003) Advertising and Promotion. McGraw-Hill. Irwin. Koekemoer, L., Bird, S. (2004) Marketing Communications. Juta & Company Ltd. Lancaster, G. (2010) Above and Below-the-Line Promotion. Durham Associates. Retrieved from:< http://www.da-group.co.uk/index.php?option=com_content&view=article&id=18%3Athe-communication-mix&catid=2%3Amarketing-lectures&Itemid=3> O’guinn, T. (2008) Advertising and Integrated Brand Promotion. Oxford University Press. Pickton, D., Broderick, A. (2005) Integrated Marketing Communications. Second Edition. Prentice Hall. Schultz, D.E., Tannenbaum, S., Lauterborn, R. (2007) Integrated Marketing Communications: Putting it Together and Making it Work. NTC Business Books. Scott, D. (2010) The New Rules of Marketing and PR: How to Use Social Media, News Releases, Online Video, Viral Marketing to Reach Buyers Directly. Second Edition. Wiley. What is Promotion Mix? (2010) Wise Geek. Retrieved from:<http://www.wisegeek.com/what-is-a-promotion-mix.htm> Young, A. (2010) Brand Media Strategy: Integrated Communications Planning in the Digital Era (Advertising Age). Palgrave Macmillan.

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Short essay on direct marketing in india.

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Direct marketing in India:

In India, direct marketing is still in its infancy whilst in the West it has emerged as a sophisticated method. Direct marketing tries to build up and exploit a direct relationship between the seller and its prospect (i.e., the target consumer). In direct marketing, the marketer reaches out to his target directly.

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He may use a wide range of advertising media and techniques to reach such consumers such as direct mail, distribution of literature door to door, the telephone and even the television.

Drayton Bird, Vice Chairman of Ogilvy and Mather Direct, London, defines it as “any activity which creates and exploits a direct relationship between you and your prospect.” He goes on to say:

“It is not just another medium (like direct mail), it is not just a technique

(like direct response advertising), it is a way of marketing.”

A recently published book describes Direct Marketing as “Maxi Mar­keting”. It is described as a new direction in marketing in which the best prospects are identified, located and persuaded, resulting in maximising both sales as well as profits. Bird, in his book Commonsense Direct Marketing, lists some situations when direct marketing can prove appropriate. These include times when:

(a) Salesmen prove expensive to recruit and manage.

(b) Sales cycles are unacceptably long.

(c) The quality of the brand suffers from regular attem pts by competi­tors to steal part of the market share.

(d) One has to appeal to a specific group of people.

(e) The distribution is patchy and problematic.

(f) One has a wide range of products and a catalogue (or brochure) for them.

(g) One cannot afford to advertise as much as one would like.

In India, a few organizations have started Direct Marketing, particularly selling through the mail. It is often not realised that publishers and book sell follow this method in India. Besides, there are other organizations that have also started this practice such as Mail Order Services (the ‘Bull worker people).

Similarly, in India vacuum cleaners are now being sold through direct selling. The disadvantages in this direction are basically because in India there are impediments such as inadequate postal facilities, telephone services and even transport services.

Related Articles:

• Advantages and Disadvantages of Direct Marketing
• Major Channels of Direct Marketing

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Call for Papers | Journal of International Marketing: Digital Platforms and Ecosystems in International Marketing

The business world has witnessed the emergence of new digital technologies and business models in the past two decades. For example, the rise of digital platform business models in retail and IT services has disrupted traditional models, making firms reconsider their business strategies and creating new opportunities for marketers to create value for buyers and other stakeholders (Perren and Kozinets 2018). Digital platforms intermediate between sellers, buyers, and other stakeholders via digital architecture often manifested as mobile and web applications (e.g., sharing economy platforms; Kozlenkova et al. 2021). The platform firm decides on the extent of governance accountability it will take in the entire value-creation process. Ecosystems, of which platforms can be a part, are networks of independent but interdependent actors participating in an industry’s or economic sector’s value chain (Nambisan, Zahra, and Luo 2019). Both platforms and ecosystems create value via direct and indirect network externalities (Kumar, Nim, and Agarwal 2021; Sridhar, Mantrala, Naik, Thorson 2011; ), with value cocreation at the core of actors’ business models and strategies.

In today’s Internet Age, digital platforms have no geographic borders. Platform business models are becoming a go-to strategy for international firms across the globe. For example, retailers are increasingly considering the platformization of their brands to add more value to their core offerings (Wichmann, Wiegand, and Reinartz 2022). With the help of digital technologies, it has become easier to expand into multiple markets simultaneously without diluting the supply chain advantages and brand positioning. Consider the low-cost e-commerce firm Temu from China, operating in more than 50 global markets and developing a strong ecosystem after launching in 2022. Temu consumers get access to various global sellers, making the domestic and international markets more competitive (Deighton 2023).

At the same time, marketers with new ways to create and capture value get access to an expanded target market. For example, as an entertainment platform, Netflix has launched different product and subscription pricing strategies in markets like India to compete with Disney, Amazon, and Reliance (Sull and Turconi 2021). Crowdfunding platforms like Kickstarter connect project creators and backers across the globe. Social media platforms have further amplified the reach of such retail and commerce platforms across both business and consumer markets (Gao et al. 2018). Thus, digital platforms and ecosystems can be considered a contemporary approach to internationalization and thereby are of great interest to marketing managers, policy makers, and regulators in both developed and emerging markets (Hewett et al. 2022).

However, research and knowledge of the dynamics of digital platforms and ecosystems in international marketing is still rather limited. A deeper understanding of how digital platforms can be utilized in the global marketing efforts of businesses is needed. Understanding digital platforms utilized across markets for sustainability, water conservation, health care, and other pressing issues and from the perspectives of NGOs and governments is urgently needed (Falcke, Zobel, and Comello 2024).

The purpose of this special issue, therefore, is to significantly advance research investigating the role of platforms and ecosystem business models across various facets of international marketing. Of special interest are papers focusing on the evolution and formation of digital platform-based global marketing strategies and business models, providing concepts, frameworks, theories, and empirical insights helpful for customers, firms, regulators, policy makers, and governments.

Research bearing on (but not limited to) the following questions is welcome: 

• Different modes of platforms and ecosystems as internationalization approaches: a. How orchestrator firms build digital and nondigital architecture across different markets while entering or growing in a market. b. How these modes differ due to within and across market heterogeneity leading to different marketing strategies. c. How the consumer culture of a market complements the different modes.
• Impact of platform and ecosystem approach on the international marketing mix: a. How stakeholders drive or impact product development and innovation processes. b. How integrating private label brands by platforms and using seller data impacts platform outcomes. c. How pricing strategies evolve and change over time with platforms and ecosystem approaches. d. How subscription and non-subscription pricing strategies evolve across various markets. e. How the supply chain and distribution network strengthens or weakens as the industry moves toward platform and ecosystem approaches. f. How the orchestrator firm develops or chooses partners for various marketing activities across and within developed and developing markets. g. How the promotion mix of the platform and ecosystem-based offering differ from traditional business models within and across industries (B2B vs. B2C) and markets. h. How culture interacts with platform and ecosystem strategies, and how this impacts firms and other stakeholders.
• Impact on market structure, competition, and consumer and stakeholder welfare: a. Do platforms and ecosystems command higher market power, impacting the welfare of consumers and other stakeholders? b. Do platform and ecosystems approaches vary across industries (e.g., retail, energy, transportation)? How does these approaches impact the marketing mix in a market? c. Does higher platform power lead to consumer and stakeholder welfare erosion? d. How can marketers navigate the competition and coopetition to make a platform successful across various markets? e. What lessons can be learned from technology platforms like Google and Apple to navigate the tricky technological and regulatory landscape? f. What is the role of government and regulatory bodies in supporting or deterring the platform’s growth to ensure the welfare of stakeholders? g. Do dark patterns affect customer welfare? (For example, subscription pricing charges and policies that are not visible to consumers and the role of regulators.) h. Is there a loss of local livelihood that affects sellers as platforms integrate private label brands? i. What is the impact of the rise of circular platforms on sustainable value chains and stakeholders across developed and developing markets?
• Customer attitudes and actions within and across platforms and ecosystems: a. Conceptual similarity for customer-based outcomes for platform firms and other stakeholders. b. Measurement of customer experience, satisfaction, and engagement with digital platforms and ecosystems. c. Management of failures and customer recovery in multisided platforms and ecosystems. d. Customer journey management across various digital and nondigital touchpoints in platforms and ecosystems. e. Interdependence of consumers’ relationships with and perceptions of brands or partners operating across platforms and ecosystems. f. How marketers can explore circular platforms and ecosystems to help firms be sustainable value chains and positive customer attitudes. g. Platform exploitation by customers and disintermediation.

This list of topics and questions is reflective but not exhaustive of the current state of industry and academic literature. We call for more interdisciplinary and foundational research to expand the horizons of platforms and ecosystems literature in International Marketing. We invite all types of research—qualitative, behavioral, and empirical—and encourage researchers to identify multiple sources of data and motivation for this special issue.

Submission Process

All manuscripts will be reviewed as a cohort for this special issue of the Journal of International Marketing. Manuscripts must be submitted between March 1, 2025 and May 30, 2025. All submissions will go through Journal of International Marketing ’s double-anonymized review and follow standard norms and processes. Submissions must be made via the journal’s ScholarOne site , with author guidelines available here . For any queries, feel free to reach out to the special issue editors.

Special Issue Editors

Nandini Nim, Assistant Professor of Marketing, University of Texas at El Paso (email: [email protected] )

Murali Krishna Mantrala, Ned Fleming Professor of Marketing, University of Kansas (email: [email protected] )

Ayşegül Özsomer, Professor, Koç University, and Editor in Chief, Journal of International Marketing (email: [email protected] )

Adner, Ron (2022), “Sharing Value for Ecosystem Success,”  MIT Sloan Management Review , 63 (2), 85–90.

Deighton, John (2023), “How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model,” Harvard Business School (April 25), https://hbswk.hbs.edu/item/how-shein-and-temu-conquered-fast-fashion-and-forged-a-new-business-model .

Falcke, Lukas, Ann-Kristin Zobel, and Stephen D. Comello (2024), “How Firms Realign to Tackle the Grand Challenge of Climate Change: An Innovation Ecosystems Perspective,”  Journal of Product Innovation Management , 41 (2), 403–27.

Gao, Hongzhi, Mary Tate, Hongxia Zhang, Shijiao Chen, and Bing Liang (2018). “Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory.  Journal of International Marketing , 26 (3), 45–69.

Hewett, Kelly, G. Tomas M. Hult, Murali K. Mantrala, Nandini Nim, and Kiran Pedada (2022), “Cross-Border Marketing Ecosystem Orchestration: A Conceptualization of Its Determinants and Boundary Conditions,”  International Journal of Research in Marketing , 39 (2), 619–38.

Kozlenkova, Irina V., Ju-Yeon Lee, Diandian Xiang, and Robert W. Palmatier (2021), “Sharing Economy: International Marketing Strategies,”  Journal of International Business Studies , 52, 1445–73.

Kumar, V., Nandini Nim, and Amit Agarwal (2021), “Platform-Based Mobile Payments Adoption in Emerging and Developed Countries: Role of Country-Level Heterogeneity and Network Effects,”  Journal of International Business Studies , 52, 1529–58.

Nambisan, Satish, Shaker A. Zahra, and Yadong Luo (2019), “Global Platforms and Ecosystems: Implications for International Business Theories,”  Journal of International Business Studies , 50, 1464–86.

Perren, Rebeca and Robert V. Kozinets (2018), “Lateral Exchange Markets: How Social Platforms Operate in a Networked Economy,”  Journal of Marketing , 82 (1), 20–36.

Sridhar, Shrihari, Murali K. Mantrala, Prasad A. Naik, and Esther Thorson. “Dynamic marketing budgeting for platform firms: Theory, evidence, and application.”  Journal of Marketing Research  48, no. 6 (2011): 929-943.

Sull, Donald and Stefano Turconi (2021), “Netflix Goes to Bollywood,” Teacher Resources Library, MIT Sloan School of Management (February 22), https://mitsloan.mit.edu/teaching-resources-library/netflix-goes-to-bollywood.

Wichmann, Julian R.K., Nico Wiegand, and Werner J. Reinartz (2022), “The Platformization of Brands,”  Journal of Marketing , 86 (1), 109–31.

Other Resources

Adner, Ron (2017). Ecosystem as Structure: An Actionable Construct for Strategy,”  Journal of Management , 43 (1), 39–58.

Akaka, Melissa A., Stephen L. Vargo, and Robert F. Lusch (2013), “The Complexity Of Context: A Service Ecosystems Approach for International Marketing,”  Journal of International Marketing , 21 (4), 1–20.

Gawer, Annabelle and Michael A. Cusumano (2014). “Industry Platforms and Ecosystem Innovation,”  Journal of Product Innovation Management , 31 (3), 417–33.

Glavas, Charmaine, Shane Mathews, and Rebekah Russell-Bennett (2019), “Knowledge Acquisition via Internet-Enabled Platforms: Examining Incrementally and Non-Incrementally Internationalizing SMEs,”  International Marketing Review , 36 (1), 74–107.

Kanuri, Vamsi K., Murali K. Mantrala, and Esther Thorson (2017), “Optimizing a Menu of Multiformat Subscription Plans for Ad-Supported Media Platforms,”  Journal of Marketing , 81 (2), 45–63.

Zhou, Qiang (Kris), B.J. Allen, Richard T. Gretz, and Mark B. Houston (2022), “Platform Exploitation: When Service Agents Defect with Customers from Online Service Platforms,”  Journal of Marketing , 86 (2), 105–25.

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