Discusses the state of direct marketing and what channels are available for companies to use direct marketing.

Direct marketing encompasses various methods of communication from the company to the consumer. Most of these advertising techniques include cell phone text messaging, emails, interactive consumer websites, online display ads, flyers, catalog distribution, promotional letters, and outdoor advertising. All of these techniques are used in the Czech Republic, although Czech consumers have an above-average affinity for mailings, making them an extremely attractive target group for direct marketing campaigns after print advertising. Voluminous mailings are also leading to the general impression that direct mail is overwhelming its intended target audience. Internet retailing is gaining market share. Telemarketing and call centers have not found the same level of acceptance as mailings and they are used less frequently than in the United States. The Czech Association of Direct Marketing and Mail Order organizes seminars and promotes international rules for direct marketing such as guarantee periods and the consumer’s right to return a product. The Czech Trade International s.r.o. website contains a list of members that can provide U.S. firms with potential partners in this area. Social media direct marketing is also becoming increasingly popular in the Czech Republic.

EU Regulations
There is a wide range of EU legislation that affects the direct marketing sector. Compliance requirements are strongest for marketing and sales to private consumers. Companies need to focus on the clarity and completeness of the information they provide to consumers prior to purchase and on their approaches to collecting and using customer data. For additional information on EU regulations pertaining to direct marketing, please refer to the report Doing Business in the European Union: 2018 Country Commercial Guide for U.S. Companies at www.export.gov/ccg/.
 

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.