Dollar shave club sells shaving and personal care products to consumers without any intermediaries; it uses a direct marketing channel.
Any form of marketing that communicates or distributes with consumers directly is considered direct marketing. Campaigns can be sent using mail, email, social media and texting, among other distribution methods. It is called 'direct' because it typically cuts out the middlemen, such as advertising media.
Direct marketing strategies operate independently to speak with target audiences directly, in contrast to typical public relations operations that are disseminated through a third party, such as media outlets or mass media. In direct marketing, businesses use social media, email, postal, phone and SMS campaigns to spread their messages and make sales pitches. Despite the potentially enormous volume of communications delivered, direct marketing frequently tries to personalize the message by including the recipient's name or location.
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