Historically, direct marketing was the first area of marketing communication that adopted an integrated marketing approach. In fact, some people refer to direct marketing as integrated direct marketing (IDM).

Two reasons integration plays so well in the direct response market are its emphasis on the customer and measurability. The coordination problem is challenging due to the deluge of data bombarding customers from many channels. The only way to manage the information is to focus it on customer needs and interests. By using databases, companies can become more sensitive to customer wants and needs and less likely to bother them with unwanted commercial messages.

Instead of treating each medium separately, as some advertising agencies tend to do, direct marketing companies seek to achieve precisely, synchronized use of the right media at the right time, with a measurable return on dollars spent. The principle behind integration is that not all people respond the same way to direct response messages.

Scenario:

As the promotions manager for your company, you evaluated company records and learned there seems to be a high turnover in customers without repeat purchases or long delays since prior purchases. Your products have not changed in the past couple of years, so you are concerned about how to keep your present customers coming back.

You propose to senior management that you will design a direct response promotion plan to meet the market challenge.