Direct marketing helps businesses communicate directly with end consumers through a variety of marketing channels. Compared to traditional advertising, which focuses on building brand awareness and loyalty, direct marketing emphasizes an explicit call to action aimed at a specific target market. Mobile media, email marketing, direct mail campaigns and online interactive websites are examples of direct marketing channels that can be used to prospect potential clients and build customer databases. The information collected from these tools can be data mined to develop personalized, multi-step campaigns that expertly match attractive offers to prospect niche audiences.

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