Abstract
This article argues that social and technological events in South Africa are leading to the development of the direct marketing industry. The article reviews various social and technological aspects as well as the influence that government intervention has on the direct marketing industry, especially in terms of legislation regarding privacy. The role of the South African Post Office is put under the spotlight since the direct marketing industry is very reliant on the Post Office. The opportunities presented by the information age are discussed and future growth areas highlighted. Although this paper mainly concentrates on direct marketing, it also tries to explain the potential role of direct marketing in an economic system approach, as a driving force of economic progress in developing countries.
Highlights
INTRODUCTIONWith increased consumer interest and use of direct marketing, the industry is becoming more competitive and turning from a selling mode to one involving a more sophisticated marketing orientation
Direct marketing is a rapidly maturing industry in South Africa
Until recently two pieces of legislation were at the centre of the so-called data privacy row in South Africa: The Bill of Rights, which guarantees the right to privacy, and the Open Democracy Bill
Summary
With increased consumer interest and use of direct marketing, the industry is becoming more competitive and turning from a selling mode to one involving a more sophisticated marketing orientation With this change it is necessary to understand better consumer attitudes, needs, beliefs and behaviour in order to fine-tune products and services and the ways in which they are offered (Pring, 1990). Direct response advertising sends out sales messages by any medium, like the mail order, but does not confme itself to any narrow post office boundaries. Direct marketers depend on continuous two-way communication with their clients From this viewpoint, the purpose of direct marketing is to treat all current and prospective clients as individuals, and to build a relationship that would provide the consumers with tangible benefits and the company with growing profits (Puth & De Beer, 1996)
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