OMM 615: Week 5 DQ 1 - Assignment Example

Marketing Direct Marketing refers to a form of advertising in which the materials for the physical marketing are provided to the consumers for the communication of information about an individual product or service. In most cases, direct marketing does not involve the advertisements that appear on the internet, radio or on the television. The types of the marketing materials, in this case, include the fliers, catalogs, and mailers. The marketers communicate directly to the consumers also via text messages.

It is usually done by companies having smaller marketing budgets (Ogden & Ogden, 2014)The goal of relationship marketing is to increase customer loyalty and long-term customer engagement rather than shorter-term goals. The direct marketing assists relationship marketing in such a way that through the direct access to customers, their loyalty and long-term sustainability is achieved. Relationship marketing should, therefore, walk hand in hand with direct marketing (Ogden & Ogden, 2014)..Direct marketing supplies organizations with integrated marketing communications plan in various ways.

The ways are pushing products through different media or sales force to the consumers. Additionally, it is also through targeting and advertising smartly thus giving such companies an edge over customers that have limited product knowledge. Also, the direct marketing has to focus on such factors as audience, content, brand, and delivery. With audience, there has to be a clear understanding of the targeted audience in terms of their demography, and social and cultural beliefs, the content has to be of more value because the competitors are also targeting the same audience.

Ion terms of delivery, there must be a connection between new digital media channels and traditional media channels so that there is a push-pull situation. This will enhance the media delivery (OGuinn, Allen & Semenik, 2011).In conclusion, direct marketing, if properly coordinated, can lead to desirable results. It also needs to work hand in hand with relationship marketing. It can also contribute to the supply of integrated marketing communications plan.ReferencesOgden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more.

San Diego, CA: Bridgepoint Education, Inc.OGuinn, T., Allen, C., & Semenik, R.(2011). Advertising and Integrated Brand Promotion. Boston: Cengage Learning.