Abstract:
Marketing is one of the most important department in a company for the simple reason that it is this department which is going to sell the product or service produced. In order to achieve the targets, the marketing should be done in the best way possible. That is why the companies try to keep up-to-date with the latest marketing strategies in order to compete in the market. One of the most powerful forms is Direct Marketing. This kind of marketing is more traditional-oriented, as mostly consists of face to face marketing and approaching every customer individually. But in order to be more effective on the market, the strategies of direct marketing should be updated with the time. As we now live in the information technology age, the companies should adapt the direct marketing strategies with the latest technologies used. That is why all these online mediums are changing the theories regarding direct marketing, a topic which is going to be discussed in this dissertation. Including the online possibilities offered nowadays, direct marketing can reach the targeted customers more easily and more efficiently.
The aim of this study is to analyze how all these online mediums have affected direct marketing which is widely used by the marketers of the company. The thesis starts by describing direct marketing, its forms and features. The concept of e-marketing and its big importance in the market is explained later. All this digitalization has impacted everything in our daily lives. We can see that also direct marketing is affected by this phenomena. How the market has changed with technology involved is going to be studied in this dissertation paper. There are going to be shown the differences that the direct marketers are facing and what they need to do in order to be competitive in the market. In the end there will be a conclusion of how all these changes have effected direct marketing and what has changed since the digitalization age came in.
