Direct marketing involves using media like direct mail, telemarketing, and the internet to directly solicit customers. It has grown due to factors like credit card usage, list syndicates, and technological advances. Direct marketing combines elements of advertising, PR, personal selling, and sales promotion. Database marketing uses customer information to improve targeting and relationships. Direct mail, broadcast media, print ads, telemarketing, and email are common direct marketing media. Each has advantages and disadvantages regarding things like costs, reach, and response rates. Measurement is also a benefit of direct marketing.
The presentation discuss meaning and concept of Direct Marketing. It also discusses the Internet Marketing or Digital Marketing as a tool for Direct Marketing.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
Covers an introduction to communication theory relating to integrated marketing communications in marketing.
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Distribution channels marketing management pptGanesh Asokan
Distribution channels - their Nature and importance of channels, Channel behavior & organization, Channel design decisions and Channel Management decisions.
Presentation done by the management students of D.G Vaishnav school of management for marketing internals..
The presentation discuss meaning and concept of Direct Marketing. It also discusses the Internet Marketing or Digital Marketing as a tool for Direct Marketing.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
Covers an introduction to communication theory relating to integrated marketing communications in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Distribution channels marketing management pptGanesh Asokan
Distribution channels - their Nature and importance of channels, Channel behavior & organization, Channel design decisions and Channel Management decisions.
Presentation done by the management students of D.G Vaishnav school of management for marketing internals..
Catalog Marketing 101 - Overview and E-Commerce Synergy
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The time and cost barriers associated with access to markets have fallen significantly over the past 40 years. Internet was one of the main factors that help in reducing the cost of access to market. It has made it significantly easier for companies to trade overseas, engage with other companies on what is called B2B trading and consumers on what is called B2C trading; Internet has changed the market dynamic.
There will always be a debate whether businesses should focus their budget on traditional or digital marketing and some are even saying that digital is the new traditional. We think each has its own benefits and you can learn about them here.
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Presentation held at the prestigious Data Quality Summit Event (Eindhoven, November 2008). This presentation highlights the added value and possibilities of setting up a Marketing service program to enable your distribution channel to maximize the customer value. With an example of such a program in the (independent) insurance market.
This presentation focuses on the relationship marketing best practices. Emphasis is on knowledge and understanding for the following:
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I presentation I did on October 23, 2010 at the Sales Force Effectiveness LATAM congress. I exposed my perspective on multi-channel marketing and how the leverage online tactics for sales reps and enhance their relationship with their audiences
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
2. Direct Marketing Defined
“The total of activities by which the seller . . . direct
efforts to a target audience using one or more media for
the purpose of soliciting a response by phone, mail, the
internet or personal visit from a prospective customer.”
Includes:
Direct selling
Direct mail
Telemarketing
Internet selling
Direct action marketing
Catalog selling
Television/ print media
Cable TV
3. Factors contributing to the growth of
direct marketing
Consumer Credit Cards
Over 1 billion credit cards in circulation
Direct Marketing Syndicates Creating Opportunities
List development
Statement inserts
Catalogs/Sweepstakes
Changing Structure of American Society
Increase in two income households
Money-rich/Time-poor – need for convenience
Technological Advances
Better communications via electronic media & computers
Rapid package delivery
Electronic delivery systems
Ability to measure effects of direct marketing efforts
Cost per order/ Cost per inquiry
4. Direct Marketing Combines With . . .
Advertising
Public Relations
Personal Selling
Sales Promotion
Support Media
5. Database Marketing
The use of specific information about individual
customers and/or prospects to implement more
effective marketing communications and selling.
Used to:
Improve selection of target markets
Encourage repeat purchase
Cross-sell other products and services
Develop one-to-one relationships with
customers
6. Developing a Database
Sources of data base information
Sources of data base information
Internal Records
U.S. Census Bureau
U.S. Postal Service
List Services
SRDS – Direct Mail Lists and Data
Simmons Market Research Bureau
Direct Marketing Association
8. Contents of a Comprehensive Consumer
Data Base
Name Education
Address/Zip code Income
Telephone number Occupation
Length of residence Transaction
history
Age
Promotion history
Gender
Inquiring history
Marital status
Unique identifier
Family data
9. Contents of a Comprehensive Business to
Business Data Base
Name of company, Size of business
contact or decision Revenues
maker(s)
Number of
Title of contact employees
Telephone number Time in business
Source of order/inquiry Headquarters
or referral location
Credit history Multiple locations
Industrial classification Purchase history
10. Direct Marketing Strategies
One-step approach - direct marketing media
used directly to solicit an order
Two-step approach – multiple efforts used to
generate a response. First effort is used to screen,
qualify or interest potential buyers. Follow-up used to
achieve order or close the sale.
Direct Marketing Media
Direct mail
Broadcast media (direct response ads/informercials)
Print media
Telemarketing
Direct selling
11. Types of Direct Mail
“All forms of advertising sent directly to
prospects through the U.S. Postal Service or
through private services.”
Catalogs Inclusions
Flyers Reprints
Folders Sales letters
Postcards Self-mailers
12. Direct Mail Advantages and Disadvantages
Advantages Disadvantages
Control Delays in delivery
Coverage High cost per exposure
Flexibility List quality assurance
Impact Saturation among
Reach audience
Response
Selectivity
14. Direct Response Advertising Types
“All forms of advertising designed to obtain
immediate, direct response by mail, telephone, the
Internet or personal visit from audience members.”
TV and CATV commercials and infomercials selling
products by phone or mail order.
Newspapers, magazines and other print media ads
with send-in or call-in coupon order forms
Direct mail pieces and inserts soliciting inquiry
recipients.
Card decks, coupon booklets and mini-catalogs
seeking orders for one or more products.
E-mail messages to computer users
15. Direct Response Pros & Cons
Advantages Disadvantages
Advertisers acquire or Customers can’t handle or
enhance a data base of inspect the product before
individual customers. purchasing.
Customers are served Merchandise returns and
with a greater selection subscription cancellations
from a central inventory. may be numerous.
Response options enable Seller reputation and
audience to act right prestige may be
after exposure occurs. compromised by the poor
image of the method.
No store is required and
customers can buy from
their own homes.
16. Catalogs - Pros & Cons
Advantages Disadvantages
Provides buyers with wide
selections Product costs are usually
very high
Usually welcomed by shoppers
Cost per contact is
Design offers high impact relatively high
potential
Saturation for some
Merchandise is centrally markets is likely
inventoried
Delivery or fulfillment
Fulfillment facilities closely may be delayed
controlled
Customer can’t inspect or
Timing can be geared to handle goods
seasonal needs
Returns may sometimes
Split-run testing can insure be excessive
effectiveness
18. Outbound and Inbound Telemarketing
Outbound
Telephone calling by the marketer or marketer’s
agent to individual prospects, seeking purchase,
subscription, membership, or participation by
the call recipient.
Inbound
Marketers’ facilities and invitations to prospects
to call a central location or long distance number
or by toll-free, 800 or fixed cost 900 number.
19. Outbound Telemarketing
Advantages Disadvantages
Interactive contact Intrusive nature
Extensive reach Poor image of method
Caller-controlled High cost of contact
timing Low conversion rate
High impact Extensive caller training
Namelist inadequacies
High termination rates
High reneges, returns
20. Inbound Telemarketing Pros & Cons
Advantages Disadvantages
Response is highly Labor-intensive call
convenient for the answering facilities may
audience. be required.
Method permits interactive Personnel direction
selling and service. system may be required
Transactions are facilitated for efficiency.
by high rate of credit card Nonproductive call rates
holding. may be exceedingly or
Immediacy of method unacceptably high.
permits great control of
inventory
21. Overall Direct Marketing Pros & Cons
Advantages Disadvantages
Selective Reach Image Factors
Segmentation Capability Accuracy
Frequency Potential Content Support
Flexibility
Timing
Personalization
Economy
Measurement of Effectiveness