A quick look into the history of direct marketing

Direct selling is probably as old as man itself! Cultural backgrounds of human beings in every stage has certainly influenced  the direct seller's activities. As early as 2000 B.C., the Code of Hammurabi, a monument of Babylonian law, protected the general welfare and integrity of the Babylonian direct seller, who was then referred to as the "peddler." The Code stated that "the peddler shall swear the oath of God" if any enemy caused him trouble in the travels. It also said that the merchant who sells the goods must be aptly compensated.

As years passed he established economic ties with his neighbours and travelled extensively despite geographical barriers. The development and use of roads and or water routes for commercial activity were pivotal points in the history of direct selling.

The term direct marketing is believed to have been used in a speech by Lester Wunderman in 1967. He pioneered direct marketing techniques with brands such as American Express and Columbia Records. But the system of direct sales and marketing can be traced out in the pages of the history of the common man. Doorbells, catalogues and purchase orders were centuries away from the early direct seller who relied on his instincts and common sense to make a living through selling.

People from different walks of life drove up and down the street peddling their wares – they were all locals and mostly men. The milkman delivered milk in bottles, baker delivered fresh bread wrapped in wax paper- though it wasn't sliced, greengrocers brought fresh fruits and vegetables, the local butcher  would ring and let us know if there were any fresh lamb cuts or other meats in stock.  We can see that everyone wants to build a relationship with their customers and add value to their brands.

Yes, the media and distribution channels for reaching consumers have changed and become more diverse and added to this is that consumer households are smaller and gender roles have changed. However to successfully tap into the changing requirements of this changing world, a different approach has been adopted. The impact is more when personal approach is adopted than a public broadcast. This is where direct selling plays a vital role in this dynamic society.