Direct Marketing

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DIRECT MARKETING

Direct marketing is a form of marketing that attempts to send its messages directly to consumers, without the use of intervening media. Direct marketing differs from regular advertising in that it does not place its messages on a third party medium such as a billboard or a radio commercial would. Instead, the marketing of the service or commodity is pitched directly at the consumer. Most direct marketing is done by companies whose only function is to manage and perform direct advertising, rather than by the advertised entity itself. Direct marketers have been long time customers of computer databases, and they often have very sophisticated criteria of inclusion and exclusion in their mailing lists. Today Direct Marketing plays a broader role, that of building a long-term relationship with the customer. Direct Marketers send birthday cards (e.g. Kesari Tours), information material (e.g. Tata Telecom), small premiums (e.g. Reader’s Digest) to selected members of their customer base. Airlines, Hotels, and a number of other businesses build strong customer relationships through frequency award programs and club programs.

Direct marketing can be summed up as essentially:
• Targeted - reaching the customer in a manner appropriate for them to be prompted to respond • Direct - the communications go directly between yourself and the customer with no intermediary. Customers can generally feel, touch, see or hear your communication to them as individuals. • Marketing - it helps meet your customers' needs and your profit, sales and other objectives.

Direct marketing has three further important characteristics: 1 It is based on direct responses. Direct marketing communications invite customers to respond - by mail, telephone, Internet, redeemable retail vouchers, etc. The response may range from enquiry and giving information to ordering. This opportunity for monitoring feedback is critical to direct marketing. 2 Direct marketing is measurable. In any direct marketing campaign responses are measured, evaluated and analyzed. Responses can be through any medium - telephone, mail, Internet hits, etc. Measuring responses leads to accountability. All costs can be related to response. Return on investment can be calculated. Traditional advertising relies mainly on market research techniques based on samples to measure effectiveness, though for some campaigns sales results can be accurately measured (e.g. if run in test areas only). Direct marketers use transaction data to measure. This is one reason why direct marketing has been called scientific advertising - direct marketers conduct their tests in controlled environments. While environments do change, direct marketing is as near to a science as marketing achieves. 3 Direct marketing usually requires you to build and maintain a database of customers and prospects. This gives you better understanding of your market and can give you competitive advantage.

 DEFINITION
1. Direct marketing is an interactive marketing system that uses one or more advertising media to effect a measurable response & / or transaction at any location.

2. Direct marketing is the planned implementation, recording, analysis and tracking of customers' direct response behavior over time to derive future marketing strategies, for developing long-term customer loyalty and ensuring continued business growth.

3. Direct marketing is any activity that creates and exploits a direct relationship between you and your individual customer.

4. Direct Marketing is the interactive use of advertising media to stimulate an (immediate ) behavior modification in such a way that this behavior can be tracked, recorded, analyzed and stored on a database for future retrieval and use.

5. Any Promotional activity that creates and exploits a direct relationship between an organization and its prospect and / or customer as an individual.

6. Selling via a promotion delivered individually to the...
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