DIRECT MARKETING

DIRECT MARKETING Use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.

DIRECT MARKETING A media strategy used to create and sustain a personal and intermediary-free dialogue with customers, potential customers and other significant stakeholders. This should be a measurable activity with a view to creating and sustaining a mutually rewarding relationship. Other tools of promotion tend to address mass audiences not individuals

THE ROLE OF DIRECT MARKETING Initially direct mail was the main tool but now a range of other media Generates a series of communications and responses Measurable activity Builds trust and commitment Develops relationships Precise target marketing possible Minimise waste and increased profits

DIRECT MARKETING CHANNELS Catalogs Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV

TYPES OF DIRECT MARKETING To support the brand and other promotional tools. Complementary tool Direct-response media main form of communication. Primary differentiator Particularly telemarketing: used to provide multiple sales channels serving different segments. Sales channel Brands developed to exploit market space opportunities. Relationships centred around DM activities. Brand vehicle

DM vs AD Direct Marketing Advertising Objective Selling AIDA Branding Product Product, Image etc Script Detail Information Simple, Picture Consistency Flexible Consistent

+/- DIRECT MARKETING Disadvantage: High cost, Consumer resistent, Techno-driven Advantage: Personal, Measurable, Database

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