It is marketing without a middleman. Manufacturer meets customer directly to inform, persuade, and deliver orders. In today’s dynamic time, people are too busy that they lack time to visit a retail store. Direct marketing helps customers to deliver goods and services without visiting a retail store. Product and consumers meet directly via radio, TV, telephone, newspaper, mail, etc. direct marketing is a customers’ oriented marketing with direct contact of producer and consumer performed indirect channel with no middleman. Direct marketing is the dealing by a producer to a specific customer to receive an order. It is sometimes called direct-order marketing.

Direct marketing is the use of direct channel to reach and deliver goods and services to customers without using marketing middlemen.   – Philip Kotler

Direct marketing focuses on individual customers. It does not deal with a large number of customers. It is also known as one-to-one marketing. It focuses on the large expenditure of an individual customer.

Marketing intermediaries are not involved in direct marketing. Producers are actively engaged in delivering the product to the customers. Middlemen are not involved.

The product and messages are targeted or intended for specific groups. The product and a promotional message are customized and personalized to persuade specific customers. The message and product are not suitable for all types of customers.

There is a direct interaction between the manufacturer and the customer. Direct marketing is customer-oriented marketing with direct contact of producer and consumer performed in a direct channel with no middleman.