DIRECT MARKETING IN THE SALES ACTIVITIES OF THE COMPANY - data security and privacy protection




American Association of Direct Marketing DMA (Direct Marketing Association) defines direct marketing as an interactive system of marketing that uses one or more advertising media to influence a measurable response and / or transaction at any location. The emergence ofdirect marketing is related to catalogue sales, but catalogue sales is only one of the techniques of action. Direct marketing represents the activities by which vendor,in order to exchange goods with the consumer, directly invests efforts in the target market, using one or more media (direct sales, e-mail, telemarketing, cable TV, direct mail and similar) in order to get feedback. Taking into consideration the development and application of new technologies of the modern era in the implementation of direct marketing, it is important to mention Bob Stone's definition according to which the use of direct marketing media of advertising with the aim of instant encouragementof customer's reaction ina way that this reaction can be monitored, recorded, analyzed and archived in databases with an aim of their usage in future campaigns. We consider that direct marketing in sales communication requires a pre-planned and controlled access, and each step in the implementation of direct marketing requires pre-testing in order to ensure measurability of received answers what setsit apart from other promotional and sales marketing activities. In this two-way interaction we detected three components: dialogue, meeting the needs (the result of communication) and maintaining of  dialogue. In this paper we explore the contemporary concept of direct marketing with special emphasis on the protection of privacy and data security. Data protection and their security are becoming increasingly important in Bosnia and Herzegovina lately, especially in direct marketing which represents direct communication with stakeholders and customers. Databases contain personal information about customers and stakeholders, their habits, aspirations, desires, preferences, needs, and they are the base for creating of successful marketing activities. Promotional materials are sent directly to the addresses of residence  of customers and stakeholders whicharesometimes rightly in fear of irresponsible usage of their personal data, of  frequent harassment by electronic means and of violating of their privacy.
Keywords: direct marketing, relations with customers / clients / customers, contact, communication, data security, privacy protection



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ISSN : 2251-1555