Direct Marketing an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.

1. DIRECT MARKETING
Dr. Nitin Kr Saxena
Students, PGDM - Jaipuria School of Business, Ghaziabad
Priya Tyagi | Sakshi Dwivedi
Facilitated by
Dr. Nitin Kr Saxena 1

2. Outline
• Direct Marketing
• Direct Marketing Combines with. .
• Benefits of Direct Marketing
• Media Applications in Direct Marketing
• Forms of Direct Marketing
• Direct Marketing Advantages
• Direct Marketing Disadvantages

3. Direct Marketing
…an interactive system of marketing which
uses one or more advertising media to effect
a measurable response and/or transaction
at any location

4. Direct Marketing
Connecting directly with carefully targeted
individual consumers to both obtain an immediate
response and cultivate lasting customer
relationships

5. Direct Marketing Combines with. .
Direct
Marketing
Public
Relations
Personal
Selling
Sales
PromotionAdvertising
Support
Media

6. • Benefits to buyers:
– Convenient.
– Easy to use.
– Private.
– Ready access to products.
– Ready access to wealth of comparative information.
– Immediate and interactive.
Benefits of Direct Marketing

7. • Benefits to sellers:
– Powerful tool for building customer relationships.
– Offers a low-cost, speedy way to reach markets, including
business markets.
– Offers lower costs, improved efficiencies, and speedier
handling of channel and logistics functions.
– Offers greater flexibility.
– Gives access to buyers that could not be reached through
other channels.
Benefits of Direct Marketing

8. Media Applications in Direct Marketing
• Direct response advertising on TV
• Direct Mail
• Telemarketing
• Email/Mobile marketing
• Other media
o Magazines
o Newspapers
o Infomercials

9. Forms of Direct Marketing
– Direct-mail marketing.
– Catalog marketing.
– Telemarketing.
– Direct-response TV marketing.
– Kiosk marketing.
– New digital technologies.
– Online marketing.

10. Forms of Direct Marketing
• Direct-mail marketing:
– Involves sending an offer, announcement, reminder, or other
item to a person at a particular physical or virtual address.
– Largest direct marketing medium.
– Well-suited to one-to-one communication.
– Can be used effectively in combination with other media,
such as Web sites.

11. Forms of Direct Marketing
• Catalog marketing:
– Direct marketing through print, video, or digital catalogs that
are mailed to select customers, made available in stores, or
presented online.

12. Forms of Direct Marketing
• Telephone marketing:
– Accounts for 17% of all direct-marketing driven sales.
– Used in both consumer and B2B markets.
– Marketers use outbound and inbound calls.
• Outbound: Sell directly to consumer.
• Inbound: Toll-free ordering or order faxing.
– Do-not-call legislation has impacted the telemarketing
industry.

13. • Direct-response TV marketing:
– Direct-response television advertising (DRTV):
• TV spots that are 60 or 120 seconds long.
– Infomercials:
• A 30-minute or longer advertising program for a single
product.
• Home shopping channels:
– Entire cable channels dedicated to selling multiple
brands, items, and services. Eg. HomeShop 18
Forms of Direct Marketing

14. Forms of Direct Marketing
• Kiosk marketing:
– Information and ordering machines generally found
in stores, airports, metro stations and other
locations.

15. Forms of Direct Marketing
• New digital direct marketing technologies:
– Mobile phone marketing:
• Mobile ad spending is expected to grow.
– Podcasts
– Interactive TV (ITV):
• Viewer engagement is much higher than with regular TV ads.
• Online marketing is the final form of direct
marketing.

16. Direct Marketing Advantages
Selective Reach
Segmentation
Frequency
Testing
Timing
Personalization
Costs
Measures of effectiveness

17. Direct Marketing Disadvantages
Image factors
Accuracy
Content support
Rising costs
“Do not contact” lists

18. Dr. Nitin Kr Saxena
Dr. Nitin Kr Saxena 18@NitinKrSaxenaNitinKrSaxena NitinKrSaxenaNitinKrSaxena@Hotmail.com +91-9523535353
“Teacher by instinct, researcher by training and people
manager by experience”
Dr. Nitin Kr Saxena has done his Ph. D. in Brand
Management and his interest area are Digital Brand
Management and Data Analytics. He has over 13 years
of Industry experience in Companies like Vodafone
India, Idea Cellular, HCL and Spice Retail Ltd.