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10 Factors to consider when using direct marketing as a medium!

1. There is a shortage of committed, qualified, trained, knowledgeable or experienced direct marketing people in the country.
   
   
2. Many agencies (or companies) do not have a direct marketing infrastructure - it is either part-of or added-on to another entity.
   
   
3. It is an accountable medium and the only medium where you can measure your results.
   
   
4. No one wants to be held accountable: the agency fears: they may lose the account; client employees fear: they may lose their jobs.
   
   
5. It is a hands-on medium. It has many elements and many decisions have to be taken on each element.
   
   
6. It is time consuming and need relatively long lead times.
   
   
7. There are a large number of external parties (suppliers) involved, e.g. reproduction houses, printers, computer laser bureau's, list brokers, incentive companies, envelope manufacturers, mail houses, post office and many more.
   
   
8. Direct marketing is expensive and mistakes are costly - very costly (if you don't know what you are doing).
   
   
9. Direct marketing is treated - in most cases - as an add-on medium and there are NO or insufficient budgets to cover all the activities.
   
   
10. It cannot be used as a "quick fix" medium. Although it is a stand-alone medium, it works better when integrated in the total media mix.