1. DIRECT MARKETING

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

3. 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

4. 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

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

6. 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

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

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

9. THANKYOU CLASS!!
SEMOGA BERMANFAAT