Given the ongoing break down of markets into segments accompanied by a strong
influence of new products on the market wide-scale advertising is becoming more
and more expensive. A new approach tailored to reaching individual target groups
is called for. At the on-set most products hit smaller target group segments.
Very rarely do they reach the "Coca Cola” or "Hershey” market
from the start. This situation in itself is an ideal framework for dialogue marketing
(person-to person) resp. direct marketing.
As the name itself implies direct marketing relies on a direct dialogue with
the individual customer. In direct marketing results are measurable. In direct
marketing you work out a specific approach to the target group. Combine this
perspective with sophisticated data-base instruments and we find ourselves on
the doorstep to a great market for the future.
