Direct Response Marketing
Description
Direct response marketing, from marketer directly to consumer is the fastest growing marketing channel in the United States. Direct response vehicles include direct mail, print and broadcast media, telephone marketing, catalogues, in-home presentations, and door-to-door marketing. Other vehicles include electronic ordering and funds transfer, video text, as well as international opportunities.
Career Opportunities
Direct response marketing career opportunities are found in a broad range of marketing oriented firms, including those offering consumer goods, industrial products, financial institutions, and other types of service establishments. Entrepreneurs seeking to enter business for themselves often find that direct response marketing is a viable entry mode.
Entry Level Positions
Direct response marketing is expanding rapidly. Because it is expected to double in sales volume over the next four years, there are no clear cut entry paths or position titles. 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 and the Direct Selling 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 computer competence. Supplemental work in communications, psychology, and computer systems is recommended.