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    Direct Marketing

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    pradeepbandi
    Direct marketing involves communicating directly with target customers to generate a response or transaction. It includes activities like telemarketing, direct mail, catalogs, and internet marketing. It allows advertisers to selectively reach audiences and test effectiveness. Direct marketing provides advantages like segmentation, frequency, personalization, and ability to measure results. However, it also faces disadvantages like perceived as junk mail, accuracy of lists, rising costs, and do not contact lists.

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    Direct Marketing

    Uploaded by

    pradeepbandi
    73 views24 pages
    Direct marketing involves communicating directly with target customers to generate a response or transaction. It includes activities like telemarketing, direct mail, catalogs, and internet marketing. It allows advertisers to selectively reach audiences and test effectiveness. Direct marketing provides advantages like segmentation, frequency, personalization, and ability to measure results. However, it also faces disadvantages like perceived as junk mail, accuracy of lists, rising costs, and do not contact lists.

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    Direct marketing involves communicating directly with target customers to generate a response or transaction. It includes activities like telemarketing, direct mail, catalogs, and internet marketing. It allows advertisers to selectively reach audiences and test effectiveness. Direct marketing provides advantages like segmentation, frequency, personalization, and ability to measure results. However, it also faces disadvantages like perceived as junk mail, accuracy of lists, rising costs, and do not contact lists.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    73 views24 pages

    Direct Marketing

    Uploaded by

    pradeepbandi
    Direct marketing involves communicating directly with target customers to generate a response or transaction. It includes activities like telemarketing, direct mail, catalogs, and internet marketing. It allows advertisers to selectively reach audiences and test effectiveness. Direct marketing provides advantages like segmentation, frequency, personalization, and ability to measure results. However, it also faces disadvantages like perceived as junk mail, accuracy of lists, rising costs, and do not contact lists.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 24

    Direct Marketing

    • Direct marketing is a system of marketing by which organizations communicate


    directly with target customers to generate a response or transaction. This
    response may take the form of an inquiry, a purchase, or a even a vote.
    The total of activities by which the seller directs efforts to a target audience
    using one or more media for the purpose of soliciting a response by phone,
    mail, or personal visit from a prospect or customer

    TV Selling
    Radio

    Direct Mail
    Telemarketing

    Direct Selling Magazine and Newspaper


    Drivers of growth of DM
    Direct Marketing Consumer Credit
    syndicate Cards

    Miscellaneous Changing Structure


    factors of Society

    Changing Structure Technological


    of Markets Advances
    Types/ Methods of DM
    • Internet marketing
    • Face-to-face selling
    • Direct mail
    • Catalogs
    • Telemarketing
    • Direct-response advertising
    • Kiosk marketing
    The Role of Direct Marketing in the IMC
    Program
    • Combining Direct Marketing with Adverting:- direct marketing itself a
    form of advertising. It usually contains a toll-free number or a form
    that request mailing information.
    • Combining Direct Marketing with Public Relations:-companies use
    telemarketing activities to solicit funds for charities. Organizations
    engaging in PR activities may include toll-free number or website in
    their ads promotional markets
    • Combining Direct Marketing with Personal Selling:- telemarketing and
    direct selling are two methods of personal selling used to generate
    sales. Customer visits auto showrooms to test-drives new cars, the
    sales person then assumes responsibility for selling effort.
    • Combining Direct Marketing with Sales Promotions:- how many times
    have you received a direct mail piece notifying you of a sales
    promotion or event inviting you to participate in contest. Ex:
    Nordstrom company call their existing customers to notify them
    special sales promotions.
    • Combining Direct Marketing with Support Media:- adding a
    promotional product to a direct mailers has proven to increase
    response rates
    Advantages of Direct Marketing
    • Selective Reach:- DM lets the advertiser reach a large number of people and reduces or eliminate waste
    coverage.
    • Segmentation capabilities:- lists may allow segmentation on the basis of geographic area, occupation,
    demographics, and job title to mention few.
    • Frequency:- depending up on the medium used. It may be possible to build frequency levels. Consumers
    may be annoyed to receive the same mail repeatedly.
    • Testing:- DM allows for a strong ability to test the effectiveness of the overall program as well as specific
    elements.
    • Timing:- many media requires long range planning and have long closing dates, direct response advertising
    can be much more timely.
    • Personalization:- no other medium can personalize the message as well as direct media. Parents with
    children at different age levels can be approached, with their child name included in the appeal.
    • Costs:- while the CPM for direct mail may be very high on an absolute and a relative basis, its ability to
    specifically target the audience and eliminate waste coverage reduces the actual CPM.
    • Measures of effectiveness:- no other medium can measure the effectiveness of its efforts as well as direct
    response. Feed back is often immediate and allows accurate.
    Disadvantages of Direct Marketing
    • 1) Image factors:- mail segmentation of this industry is often referred to as junk
    mail. Many people believe unsolicited mail promotes junk products and other
    dislikes.
    • 2) Accuracy:- people move, change occupations, and so on and if the lists are not
    kept current selectivity will decrease.
    • 3) Content support:- In direct response advertising, mood creation is limited to
    the surrounding program and/or editorial content. Direct mail and online services
    are unlikely to create a desirable mood.
    • 4) Rising costs:- as postal rates increases direct mail profits are immediately and
    directly impacted. The same is true for print costs, which drives up the costs of
    mailers and catalogs.
    • 5) Do not contact lists:- do not call lists now exist for both land and cell phones. A
    do not contact list in which consumers can choose not to receive junk mail is
    under consideration by FTC.

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