A Word About Words:

Terms related to direct and CRM are often mistakenly interchanged. Here's a short primer on the subject:

  • Direct response: paid marcom messages that contain response mechanisms.
  • Direct mail: marcom messages sent via mail to customers.
  • DRTV: direct response messages sent via broadcast, satellite or cable TV.
  • Database management: building and managing a body of information about individuals and groups.
  • Direct marketing: eliciting sales directly from the end consumer.
  • E-commerce: online sales.