Description

Direct marketing, from marketer directly to consumer, is the fastest growing marketing channel in the United States. Direct marketing is sometimes called interactive marketing.  Direct response vehicles include direct mail, web sites, print and broadcast media, telephone marketing, catalogues, in-home presentations, and door-to-door marketing.

Career Opportunities

Direct marketing career opportunities are found in a broad range of marketing oriented firms, including those offering consumer goods, industrial products, financial service institutions, and other types of service establishments.  Major advertising agencies often have direct marketing operations, enabling the agency to provide an integrated marketing communication plan for clients.  Entrepreneurs seeking to enter business for him or her self often find that direct marketing is a viable entry mode.

Entry Level Positions

Direct marketing is expanding rapidly.  Internet marketing, data base marketing, interactive media, and creative applications that emphasize direct response are directions for future growth.  Those who aspire to enter the field should make known their interest and background in placement interviewing, and seek counsel from officers and directors of the Direct Marketing Association.  

Requisite Personal Qualities

Personal qualities for success include creativity, drive, and perseverance in combination with quantitative competence.

Academic Preparation

Academic preparation should stress a well-rounded background in business administration--including marketing, management, accounting, finance, and information systems.  Supplemental work in communications, psychology, and computer systems is recommended.