Which term describes promotional activities that involve direct contact with customers?

Direct marketing refers to promotional activities that involve direct interaction with customers, aiming to generate a measurable response. This approach allows businesses to communicate directly with potential customers through various channels, such as emails, telemarketing, text messages, and targeted advertising. By engaging customers directly, organizations can better tailor their messages and offers to meet individual needs, enhancing the likelihood of positive responses and creating a personal connection.

The focus on direct contact in this approach is crucial because it fosters a dialogue between the company and its customers, facilitating immediate feedback and interactions that can lead to increased customer loyalty and sales. This method contrasts with mass marketing, which aims to reach a broader audience without personalized engagement. Similarly, public relations primarily focuses on maintaining a positive image of the company rather than directly interacting with customers, while trade marketing is more about engaging with retailers or distributors rather than the end customer.