Information and Intelligence in Direct Marketing

Abstract

Companies require collecting information and generating intelligence about their customers to attract, influence, and to develop relationships with them. Companies employ direct marketing channels for collecting information from customers. Although collection of information through direct marketing results in authentic information, it raises concerns about the different unfair practices followed by direct marketers. The study discusses about unfair practices adopted by direct marketers in collection of information, the issues of invasion of privacy and security of individuals, and the need for protection of consumer privacy and security. The study also focuses on the various rules and regulations formulated by regulatory bodies and governments of countries to protect customers. Different initiatives which are taken by companies to protect customers are discussed. Direct marketing channels allow companies to collect information about customers. However, companies should ensure customer privacy and security and should think about their welfare for building long-term relationships.