Telemarketing has long been a common interactive marketing method.
Interactive marketing is more commonly known as direct marketing. The Business Dictionary definition of direct marketing describes it as contacting and influencing carefully chosen prospects with means such as telemarketing and direct mail advertising. Various media are used for direct marketing, but the key is the interaction and immediate feedback or response from consumers.
Direct Mail
Direct mail has been a primary method of interactive marketing even before the direct marketing concept emerged. The Encyclopedia of Business (2nd edition) notes that direct mail is the most prevalent medium for direct marketing and the one first learned by direct marketers. Direct mail is so synonymous with direct marketing that many people are unable to distinguish the two and assume direct market is direct mail. Direct mail includes catalogs, letters, post cards and surveys.
Telemarketing
Telemarketing is another hugely popular direct marketing method that includes an entire industry with companies that provide telemarketing services to clients. Telemarketing is used for research, service, support and sales. Business Link notes an advantage of interactive phone marketing is the ability to have an ongoing conversation with a prospect or customer to gain immediate reactions. Telemarketers call to conduct phone research and to make sales calls on leads.
Magazines
Magazines are a traditional print format for advertising, but people often overlook its prominent use by direct marketers. The Encyclopedia of Business notes that direct response print in magazine ads require a reader to send in a coupon or reply card, or call a toll-free number. This immediately call to action is what establishes the ad as an interactive, or direct marketing attempt versus a conventional ad with a delayed response message.
Electronic
E-mail and web-based tools have become increasingly popular with direct marketers in the 21st century. As Internet use and sales conducted on the web have risen, marketers are using e-mail to deliver information, to establish contact with prospects, to conduct surveys, to follow up, to solicit sales and to maintain relationships through newsletters and alerts. Business Link points out the low expense of e-mail marketing as a response for its growing popularity. However, improving software solutions that enable high quality, visually appealing newsletters have contributed to growth.
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