Simple. Because of a direct linkage between the cause and effect
of marketing and sales through results tracking. Many other
forms of marketing and sales are more "indirect" because non-direct
forms of marketing and advertising rely more on "general awareness"
or "word of mouth". Powerful as word- of- mouth and general
awareness can be, these forms of marketing provide too little control
on the level of results to be achieved.
Direct Marketing is defined in many ways. One way the word "Direct"
is defined is the relationship between seller and buyer is more "direct".
Another way "Direct" is defined is how the relationship exists between
the "cause and effect" of marketing strategies and marketing results.
Because results can be tracked and measured "directly", there's more
"direct" relationship between the marketing investment and the return
on this marketing investment. If this investment relationship
is effective, investment tends to be increased.
