It means where in individual potential customer of any demographic back ground, product user or even lifestyle segment could be reached with extreme accuracy.
Direct mailers & telemarketing are two forms where an individual inquiry handled & informed about the product or service. Direct mailers are more of an advertisement in print form, where a letter or a pamphlet describing the relevant details of the product is mailed to potential customers. On the other hand telemarketing is an interactive process whereby the potential customer is detailed about the product or service by the company’s executive on phone. Any queries can be sought on the phone there & then.