Директниот маркетинг и социјалните медиуми

Abstract

Direct marketing is a form of marketing conducted through activities which give media opportunities to directly interact with customers. When using direct marketing, media manage to stimulate modification in customers’ behaviour which can be tracked and analysed. Direct marketing helps marketers create a consumers data base which can serve as a source of information to create marketing policies aimed to build continuous relationships with customers. The contemporary forms of direct marketing such as personal sale, telemarketing, direct TV sale and online marketing must be enriched with social media, or social media marketing. It is the new reality of the 21st century, which affects many aspects of social habitation, where marketing and marketing communication can not be excluded. As a relatively new phenomena, social media have not yet been deeply analysed by scientific means which could help produce exact definitions nor tightly precise the purposes of their usage, phases of development and future trends, but one thing is for sure, and that is that they do exist on the internet and the society as a hole. New generations are growing up with social media, and older generation embrace the same as other means of digital revolution. Social media change the way people communicate, they set up new rules of behaviour, virtually, as well as in reality, which affects every aspect of life, starting from the manners people are informed, through educational processes, forming opinions and making decisions in life. Hence, social media should be paid attention to, start analyse them and define effect they have over modern society. From our point of view, we should define effect they have in the business world, specially in direct marketing as a model to directly connect customers to companies.