The major forms of direct and digital marketing are shown in Figure 17.1. Traditional direct marketing tools include face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing. In recent years, however, a dazzling new set of digital direct marketing tools has burst onto the marketing scene, including online marketing (websites, online ads and promotions, email, online videos, and blogs), social media marketing, and mobile marketing.

Figure 17.1

Forms of Direct and Digital Marketing

We’ll begin by examining the new direct digital and social media marketing tools that have received so much attention lately. Then we’ll look at the still heavily used and very important traditional direct marketing tools. As always, however, it’s important to remember that all of these tools—both the new digital and the more traditional forms—must be blended into a fully integrated marketing communications program.

As noted earlier, digital and social media marketing is the fastest-growing form of ­direct marketing. It uses digital marketing tools such as websites, online video, email, blogs, social media, mobile ads and apps, and other digital platforms to directly engage consumers anywhere, anytime via their computers, smartphones, tablets, internet-ready TVs, and other digital devices. The widespread use of the internet and digital technologies is having a dramatic impact on both buyers and the marketers who serve them.