Cross-Border Direct Marketing

Executive Summary

“Cross-border direct marketing is direct marketing conducted from one country to one or more foreign countries”.

Implicit in this definition is that cross-border direct marketing actions include sending mailings, response and/or fulfillment materials from one country to another.

The opening of international markets, strong competition within the regional markets as well as world wide operating new media communication channels necessitate that established companies look for an orientation on an international basis.

Every start up in a new market involves diverse risks; it is important that the companies collect and generate as much information about the desired country as available. If the conclusion of the analysis of this information is positive for a market entry then the method and the overall costs have to be scrutinized. Direct marketing can be both an instrument for collecting market information as well as being a solution to a cost saving market entry.

The following pages provide praxis relevant information and ideas for international direct marketing.