Chap 9,evaluation of direct marketing
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Chap 9,evaluation of direct marketing



This slide will give complete view about direct marketing promotional activity

This slide will give complete view about direct marketing promotional activity



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Chap 9,evaluation of direct marketing Chap 9,evaluation of direct marketing Presentation Transcript

  • .. ....
  • .. Direct Marketing:Here organization communicate directly with the target customer & generate response or transaction.One of the fastest growing sector of USIndian Direct Marketing : 30% growth rateDirect marketing involves database management, direct selling, telemarketing ad & direct response ads.
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  • Direct Marketing Fact:• Current business of DM: $3 trillion• Overall growth: 20%• Indian business: Rs 3 billion• Growth: 30%
  • Direct marketing:• Organization communicate directly with target customer• Directly generate response or transaction• It is fast growing tools of marketing
  • Factor for Growth of DM:• Consumer Credit Card• Technological Advance• The changing structure of Society
  • Developing Data:• DM is based on data for all ad• It is the only source for DM• 65% of the company based on their own internal data
  • B2B database Industrial HeadquartersContact Info Location ClassificationContact Size of PurchaseTitle Business HistoryTelephone Promotion Revenues HistoryNumberSource of Number of Inquiryorder, inquiry, Employees History referralCredit Time in UniqueHistory Business Identifier
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  • Objective of Database:• Improving the selection of mkt segment• Stimulate repeat purchase• Cross selling other product• Customer relationship management
  • Sources of Database• Census Bureau• List services• Directory• Market research Bureau
  • Direct marketing Strategies:There are two kind of approachOne step approach:• Company provide Toll free number• Direct order from customerTwo step Approach:• Create awareness first• Generate response after
  • DM Media:• Direct mail• Catalogue• Broadcast media• Infomercial• Teleshopping• Telemarketing
  • Direct Mail:• Often known as Junk mail• One of the best penetration market• Should strong mailing list• Growth rate projected 8.5% in 2010• May be written or in catalogue form
  • Broadcast Media:• Its success is remarkable• Generate approx $167 billion via broadcast media.• Advertiser use telephone no & most of them are toll free
  • Infomercial:• Long length advertisement• 5min-30min• Give complete information about product• Normally odd time allotmentLike: Sri yantra, Sauna slim belt
  • Homeshopping:• Its shopping via television• Development of Toll free no made it easy• Payment is done via credit or debit cardQVC channel is prominent in USIn India these are TVC, Asian Sky Shop, Homeshop18,
  • Telemarketing:• The fastest growing tools of marketing• $1000 billion industry now• 1,65,000 call center in US• India is hub of outsourcing hub• $400 million spent by Indian company
  • Advantage:• Selective reach• Segmentation capabilities• Frequency• Timing• Personalization
  • Disadvantage:• Image Factor• Accuracy• Rising cost