Direct marketing as a communication tool with the consumer

Abstract

All successful organizations are characterized by marketing and customer orientation. 
They monitor and meet customer needs in the target market and motivate all employees 
to achieve high quality and higher value for consumers. Marketing application is of 
special importance for organizations in developed economies as well as for the success 
of any small or large organization, domestic or foreign. 
Direct Marketing is a marketing that requires immediate response, so customer 
response. This response may be a message, an application, an announcement, an e-mail, 
a call, and the like. 
The concept of direct marketing consists in identifying potential customers and 
contacting them through a personalized message. This message should in its content 
show the benefits of doing business with the company that initiated this action and how 
customers can respond to the message. 
One of the most widely used marketing tools is the Internet, which undoubtedly 
represents a great opportunity for practicing and expanding the activity of enterprises. 
Customers in the direct marketing option can interact directly with the business, so they 
are more informed about the product or service and feel more confident about their 
business. Businesses on the other hand are able to deal more efficiently with the 
diversity of customer requirements. 
Businesses use the Internet to communicate, distribute and market their products to 
potential customers without any worldwide limitations with minimal cost and time. In 
fact, the websites of different businesses have become the most important platform for 
electronic commerce, followed by electronic markets, which are special web pages 
where companies can obtain and provide information, be involved in transactions, or 
cooperate. The main focus of direct marketing processes is the provision of services and 
activities, mainly through electronic marketing and electronic sales. 
Online marketing has reduced the distance between supply and demand, saving time and reducing costs. 
The overall purpose of this paper is to understand the importance of using information 
technology and to identify the level of direct marketing use by Kosovar enterprises.