Which type of marketing is characterized by a personalized approach to potential customers?

Direct marketing is characterized by a personalized approach to potential customers because it involves communicating directly with individuals to tailor messages to their specific preferences and needs. This type of marketing often utilizes various channels such as mail, email, and online advertising to reach targets in a way that feels personal and engaging. The focus on building a relationship with the customer, often through customized content or offers, aligns well with the goal of establishing a direct connection and encouraging a response.

This personalized strategy is effective because it can lead to higher engagement rates and a better conversion of prospects into customers, as the messaging is more relevant to the individual. By contrast, the other types of marketing listed generally do not emphasize personalized interaction to the same extent and are more focused on broader audience reach without the level of individualized customization that defines direct marketing.