What is the primary characteristic of direct marketing?

The primary characteristic of direct marketing is that it involves direct contact with individuals for marketing purposes. This approach is designed to communicate directly with potential customers rather than through intermediaries or mass media. Direct marketing strategies can include methods such as email campaigns, telephone calls, direct mail, and personalized advertising, which establish a clear line of communication between the marketer and the consumer.

This direct contact allows marketers to provide tailored messages based on the individual's preferences and behaviors, creating a more personal and engaging experience. As a result, direct marketing aims to elicit a specific response from the target audience, such as making a purchase or signing up for a service.

The other options do not accurately capture the essence of direct marketing. While targeting large audiences through traditional media is a characteristic of broader marketing strategies, it does not align with the direct engagement approach. Stating that it is executed through digital platforms only restricts direct marketing to just one channel, ignoring traditional methods. Lastly, referring to indirect marketing through referrals does not pertain to direct marketing, as this method involves engaging customers indirectly rather than reaching out to them directly.