Direct Marketing: Importance, Advantages And Types | Retail Vs. Buying Direct, It's Components And Characteristics In Addition To The Classic B. A. N. T. Method Of Lead Qualification

1. DIGITAL MARKETING
MODULE: DIRECT MARKETING
AMAN KHAJANCHI
KHAJANCHI.AMAN@GMAIL.COM

2. Agenda
Sales Leads, Prospects and Customers
Qualifying Sales Leads
Sales Funnel
What Is Direct Marketing?
7P's of Marketing Mix
Importance and Advantages of Direct Marketing
Retail Sales vs. Buying Direct
Advantages of Direct Buying
Components and Characteristics of Direct Marketing

3. Sales Leads, Prospects and Customers
Sales Lead:
• A person or business who may eventually become a client
• Data that identifies an entity as a potential buyer of a
product or service
• Businesses gain access to sales leads through advertising,
trade shows, direct mailings, third parties, and other
marketing efforts
Sales Prospect
• A potential customer that has been qualified as fitting
certain criteria
• A prospect: Fits your target market
• Has the means (money) to buy

4. Qualifying Sales Leads
1. Budget
2. Authority
3. Need
4. Timeframe
Otherwise known as…B.A.N.T.

5. Sales Funnel

6. What Is Direct Marketing?
• Method that involves presenting information
about the company, product, or service to
target customers without the use of
advertising
• Direct marketing is an advertising strategy
that relies on the individual distribution of a
sales pitch to potential customers. It is called
direct marketing because it generally
eliminates the middleman such as advertising
media

7. Marketing Mix 7Ps
Product
Price
Place
Promotion
MARKET
MIX
Process Physical
evidence
People

8. Marketing Mix 7Ps - Price
MARKET
MIX
The Product should always be seen as
representing good value for money. This
does not necessarily mean it should be
the cheapest available; one of the main
tenets of the marketing concept is that
customers are usually happy to pay a little
more for something that works really well
for them.
PRICE

9. Marketing Mix 7Ps - Process
MARKET
MIX
The delivery of your service is usually
done with the customer present so how
the service is delivered is once again part
of what the consumer is paying for.
PROCESS

10. Marketing Mix 7Ps - Product
MARKET
MIX
The Product should fit the task consumers
want it for, it should work and it should be
what the consumers are expecting to get.
PRODUCT

11. Marketing Mix 7Ps - People
MARKET
MIX
All companies are reliant on the people
who run them from front line Sales staff
to the Managing Director. Having the right
people is essential because they are as
much a part of your business offering as
the products/services you are offering.
PEOPLE

12. Marketing Mix 7Ps - Place
MARKET
MIX
The product should be available from
where your target consumer finds it
easiest to shop.
PLACE

13. Marketing Mix 7Ps – Physical Evidence
MARKET
MIX
Almost all services include some physical
elements even if the bulk of what the
consumer is paying for is intangible. Even
if the material is not physically printed
they are still receiving a “physical
product” by this definition.
PHYSICAL EVIDENCE

14. Marketing Mix 7Ps - Promotion
MARKET
MIX
Advertising, PR, Sales Promotion,
Personal Selling as well as Social Media
are all key communication tools for an
organisation. These tools should be used
to put across the organisation’s message
to the correct audiences in the manner
they would most like to hear, whether it
be informative or appealing to their
emotions.
PROMOTION

15. It Is An Efficient
Promotion
Strategy
It Helps Marketers
Reach Customers
Fast
Direct Marketing
Allows To
Measure Its
Efficiency
Direct Marketing
Can Be
Customized
Why Is Direct Marketing Important?

16. Advantages Of Direct Marketing
Targeted Advertising
Budget Marketing
Boosts Sales To Existing And Lapsed Customers
Improves Customer Loyalty
Helps In Pushing New Business
Allows To Measure Product Performance
Offers Greater Flexibility

17. Types Of Direct Marketing
Direct
Marketing
Types
Email Marketing
Mobile Marketing
Social Media
Telemarketing
Direct Selling
Brochures / Catalogs
Fliers / Newsletters
Coupons
Targeted Online Display Ads
SMS (Text) Messages

18. Direct Marketing Tools
05
04
03
02
01
Integrated Direct
Marketing
Direct Response
Advertising
Telemarketing
Catalogs
Direct Mail

19. Direct Marketing Tips And Best Practices
1
2 Lead Nurturing
Programs
Personalize And
Segment
Marketing
Content
Integrate Various
Marketing
Techniques For
Better Performance
Keep Data
Updated3
4

20. RETAIL SALES VS. BUYING DIRECT

21. Direct Buying: Advantages
Lower
Costs
Less
Chances of
Damaged
Goods
Longer
Shelf Life
Lowered
Chances of
Quality
Suffering
Helps
Environment
Ability to
Buy
Specialized
Products

22. Top Five Components of Direct Marketing
Keywords
Simple
Design
Mobile
Visitors
Follow-
Up
System
Reviews

23. Characteristics of Direct Marketing
Target Audience
Data Driven
One-to-One Communication / Personalization
Compelling Offer
Call to Action
Direct Response
Response Tracking

24. QUESTIONS?