On a similar note variable of timings, ease of response and creativity etc. applies. Less creative messaging or response formats or ease with which a response can be given will play a significant role. For instance, a consumer will prefer their response to be recorded directly over the phone, on the other hand, in the case of surface mail based direct advertising, the response will have to be drafted and mailed back to the direct marketer. Hence, the medium in which the direct marketing is done will hence have a significant impact. Each of these parameters changes how the consumer views the marketing message and responds to the markets.
A main threat as observed in the case of direct marketing is the lists marketing, and other form of consumer ire and irritation because of unsolicited marketing messages. Consumers can end up getting mails for a product or service for which they are mismatched. They could get much junk mails and cold calls and this could irritate them. Even though these form of junk mails and cold calls are being handled, these are still marketing practices that seem to infringe on the personal space of the consumer.
Some criteria have to be fulfilled when directing marketing is employed, otherwise direct marketing could in fact pose many disadvantages.
Firstly, many marketers are seen to have poor quality leads. The quality of a lead is a basic requirement. The better the lead the better the chances are that the customer wants to buy a product. However, it is observed that in most cases, the quality of leads is worse.
Secondly, a compiled demographic database will be created before the actual marketing. Now this compiled database could be erroneous. This means that marketers and consumers are not well connected.
Some of the other variables which selection based on context could easily become a threat for direct marketing are whether to select list of targeting. When the demographic database to be targeted is well mapped then a good yield is produced. On the other hand, when the targeting is not well done, then it could so happen that the brand ends up losing name with its customers (Rawal, 2013).
The offer variable is used when in direct marketing, an offer could raise the response. However, a worst offer could once again not result in any significant response and some amount of reputation loss with the consumer could occur.