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Direct Marketing Communications and Sustainable Marketing Performance in A Digital Age: A Systematic Literature Review

Odijie, K. N, Adedoyin, S. A. PhD

Abstract

This study focused on the relationship between direct marketing communication and sustainable marketing performance using a qualitative approach through a systematic literature review. The review synthesized existing scholarly studies to explore how direct marketing tools such as email marketing, telemarketing, mobile marketing, direct mail, and digital platforms influence marketing outcomes in organizations through metrics like brand loyalty, sales growth, and market competitiveness. Using the systematic review approach, relevant peer-reviewed articles and empirical studies from academic databases were identified, screened, and analyzed. The findings indicate that direct marketing communication enhances customer engagement through personalized and interactive communication channels, thereby strengthening long-term customer relationships and improving sustained marketing performance. The study concludes that direct marketing communication remains an important strategic tool for organizations seeking sustainable marketing performance in today’s competitive and technology driven business environment. It recommends that the FCMGs organizations should invest more in digital driven direct marketing communication technologies as it has potential to improve sustainable marketing performance, the FCMGs organizations should embrace and develop integrated marketing communication strategies that combine multiple digital marketing tools, and that the FCMGs should embrace targeted digital marketing communication that is fully personalized and suited to their specific marketing audience. Key Words: Direct marketing, Integrated marketing communications, Sustainable marketing performance, Digital age.

Keywords

Direct marketingIntegrated marketing communicationsSustainable marketing performanceDigital age.

References

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