Direct marketing is a form of advertising thatreaches its audience without using traditionalformal channels of advertising, such asTV, newspapers or radio. Businessescommunicate straight to the consumer withadvertising techniques such asfliers, catalogue distribution, promotionalletters, and street advertising.
Direct Advertising There are two main definitional characteristics which distinguish it from other types of marketing.1)it sends its message directly to consumers, without the use of intervening commercial communication media.2) the core principle of successful Advertising driving a specific "call to action." This aspect of direct marketing involves an emphasis on trackable, measurable, positive responses from consumers (known simply as "response" in the industry) regardless of medium.
Benefits of Direct Marketing To Customers To Companies Fun, Convenient & Mailing Lists for Almost Hassle-Free Any Market Saves Time Customized Offers Larger Merchandise Ongoing Relationships Selection with Customers Timed to Achieve HigherComparison Shopping Readership & Response Order Products for AlternativeThemselves or Others Media/Message Testing Privacy Measurable Response
Channels• Direct mail• Telemarketing• Email Marketing• Door-to-Door Leaflet Marketing• Couponing• Direct selling
Direct mailThe most common form of directmarketing, sometimes called junk mail, usedby advertisers who send paper mail to allpostal customers in an area or to all customerson a list.Types of direct mail: Catalogues, flyers,postcards, sales letters, folders etc.
Telemarketing Any plan, program, or campaign to sell goodsor services through interstate telephone calls.Telemarketing sales is a difficult way to make aliving, but for many sales professionals it istheir chosen way of generating income.
Email MarketingEmail marketing is so popular because:• sending email is much cheaper than most other forms of communication• email lets you deliver your message to the people (unlike a website, where the people have to come to your message)• email marketing has proven very successful for those who do it right
Door-to-Door Leaflet MarketingLeafleting is probably the simplest and cheapest form of direct marketing.However, leafleting brings significantly lower response rates than direct mail. Its less targeted - you dont know the characteristics of the recipients of your leaflet and you cant personalize your message.
CoupononingCoupons have proved to be highly effective method of direct marketing.The readers are encouraged to cut and present coupons in the store issuing them for availing the discount associated with them. Coupons can be used almost for all types of services or products such as meals, clothes, electronics and so on.
Direct sellingDirect selling, which is also called networkmarketing, is a form of sales where a productor service is sold face to face.Companies that participatein direct selling hire people that are given thetitle of independent contractor,representative, distributor, consultant or othersimilar terms.
Public & Ethical Issues in Direct MarketingIrritation Unfairness Deception & Fraud Invasion of Privacy