2. DEFINITION
Direct marketing is one of the forms of
communications which seeks to cause action; forms
databases about clients; influences separate layers of
consumers; gives the chance to learn and analyze the
reaction of the consumers to various offers.
Direct marketing - Directly reaching
a market (customers and potential customers)
on a personal (phone calls, private mailings)
basis, or mass-media basis
(infomercials, magazine ads, etc.).
3. PROBLEMS AND PROSPECTS
• PROBLEMS
– Cannot see and
examine
– Operating costs
– Low response rates
– Intense competition
– Image problems
– Lack of comfort with
interactive technology
– Privacy and ethical
issues
• PROSPECTS
– Segmentation and
targeting
– Geographical range
– Shopping convenience
– Technological advances
– Lower prices to
customer is possible
– Lower operating costs
are possible
4. TOOLS
• Personal relations with clients
• Public statements
• Use of recommendations
• Personal sale
• Catalog marketing
• Mobile marketing
• TV marketing
• Webmarketing
• Door to door contacts
5. Mobile marketing is an establishment of contact
between the seller and the buyer by means of phone.
Such form of direct marketing is especially effective
for adjustment of primary). Its advantages – law cost
and high degree of personalization.
MOBILE MARKETING
DIRECT MAIL
Direct mail is a direct post mailing which is a basic
element of direct marketing. The trick with
achieving success at sales letters is to write
compelling copy that appeals to your target
market’s perceived needs and desires.
6. Webmarketing is an instrument of the
communications which opportunities constantly
extend: make purchase, fill in the order form, evaluate
the products etc..
WEBMARKETING
DIRECT MARKETING E-MAILS
Emails may be a form of direct marketing or they
can be e-newsletters. The difference between direct
marketing emails and other emails is that they
require an action now that can be tracked and
measured.
7. CATALOG MARKETING
Catalog marketing is a method of direct contact
with buyers with use of catalogs of the goods
dispatched to clients by mail, or on sale and being
distributed in shops. Catalogs can extend at offices
and at exhibitions. It can also be ordered in
internet.
TV MARKETING (infomertials)
The buyer, having looked such program, can acquire
goods, by calling during the translation. Only the
large companies, because of the high cost of
television time can use this type of direct marketing.
8. Mass sending of sms to the base of subscribers
informing them about new products, discounts,
special offers etc.
SMS-MARKETING
PERSONAL SALE
A few types of personal sales: trade agents,
seminars, exhibitions, consultants.
9. GOOGLE’S DIRECT
MARKETING
• ENVIRONMENTAL
Google uses FSC-certified paper for its direct mail marketing
pieces including the envelope. By doing this, they are educating
potential customers regarding their concern for sustainability
and the environment.
10. GOOGLE’S DIRECT
MARKETING
• PUSHES TO USE
Limited time offers and limited quantity offers are often superior
ways to generate a response, and the cost for the discount is
often much lower.
11. GOOGLE’S DIRECT
MARKETING• EVALUATING THE RESULTS
The gift card included in the mailer has a unique ID so Google
can instantly tell who has redeemed their gift card. They can also
aggregate the data to determine how many recipients responded
to this particular marketing program and how much each
advertiser spent.
12. GOOGLE’S DIRECT
MARKETING
• CUTTING COSTS USING A PRECANCELLED STAMP
A precancelled stamp is a type of postage that looks just like a
regular first-class postage stamp, but allows you to mail at the
discounted bulk mail rate.
