Direct marketing is defined as direct communication with consumers through various media to both obtain an immediate response and cultivate lasting customer relationships. It has the key advantages of allowing two-way communication, customization of messages, and measurable results. However, it also carries the risks of low response rates from ineffective campaigns and potential privacy issues. Effective direct marketing requires obtaining detailed knowledge about both existing and potential new customers. Common strategies include increasing market penetration, launching new products, and market extension. Direct marketing can take many forms including face-to-face interactions, catalog distribution, telemarketing, television advertising, and e-commerce websites.

1. Prof. Savica Dimitrieska
DIRECT MARKETING

2. 1. DEFINITION AND OBJECTIVES
OF DIRECT MARKETING

3. Definition of Direct Marketing
Direct sales without Intermediaries!

4. Definition of Direct Marketing
Direct communication with consumers through various media
(mobile phones, е-mail, websites, online advertising, catalogs, interactive TV)

5. Definition of Direct Marketing
Direct one-to-one connections with carefully targeted individual consumers to
both obtain an immediate response and cultivate lasting customer relationships.

6. Definition of Direct Marketing
A method of contacting consumers and potential consumers personally, rather than
having an indirect medium between the company and the customer!

7. Mass marketing vs. Direct marketing
Mass Marketing Direct Marketing
Targets broad markets
Standardised messages Customised messages
One-to-one marketing

8. Characteristics of Direct Marketing
Direct contacts
Targets individual consumers
Two-way communication
Long-term relationships
Customization
Quick response
Measurable and visible results

9. Objectives of Direct Marketing
Awareness – getting to know the company and its products
Arousing interest– persuading the consumers to fullfil their needs of products
Providing information – features and benefits of products and services
Encouraging demand – product trial, more frequent purchases
Brand strenghtening – building long-term relations and loyalty

10. Main objectives of Direct Marketing
1) Increase Sales (absolute amount / percentage)

11. Main objectives of Direct Marketing
2) Attracting new customers

12. 2. IMPORTANCE OF
DIRECT MARKETING

13. Importance of Direct Marketing
Direct and quick
response
Two-way
communication
Flexibility Additional
activities

14. Most significant in Direct Marketing is:
GETTING TO KNOW THE CONSUMERS!

15. А) Getting to know existing consumers
Database: name, sex, age, occupation, education, preferences, shopping habits,
income, status, hobby

16. А) Getting to know existing consumers
Database:
Selection of target segments
Segmentation
Repeated purchases
Cross-Sell
CRM – Customer Relationship
Management
Retention:
Welcome messages!!
Bonuses....
Loyalty programs
Consumer cards

17. B) Getting to know new consumers
Fairs, word-of-mouth marketing, marketing research agencies, recommendations
from current users, users of company’s website

18. 3. ADVANTAGES AND DISADVANTAGES
OF
DIRECT MARKETING

19. Advantages of Direct Marketing
Benefits for the company:
Creation of a detailed database
Attracting new consumers
Customised messages
Interactivity
Flexibility – fast production and
change of promotional messages
Long-term relationships
Measurable and visible results
Cost-effective if customer database
is well managed

20. Advantages of Direct Marketing
Benefits for consumers:
Fun! Comfortable! From home!
Time saving!
Effort saving!
Wide range of products!
Comparison of quality, prices,
product features, performances
Simple e-procurement
24/7 open virtual shops

21. Disadvantages of Direct Marketing
Disadvantages:
Response rates vary enormously
Ineffective campaigns can be costly
Negative image of junk mail and
email spam
Possible invasion of privacy
Databases expensive to maintain
and keep accurate

22. 4. STRATEGIES
OF DIRECT MARKETING

23. 1) Market penetration
Incrase the number of consumers!

24. 2) Launcing new products
Strategy for promotion of new products and their characteristics!

25. 3) Market extension
Conquering new markets and focusing on non-consumers!

26. 5. DIRECT MARKETING FORMS

27. Direct marketing forms
FORMS
Face-to-face marketing
Products’ delivery by snail post
Catalog marketing
Telemarketing (inbound/ outbound)
Direct-response TV marketing
Direct-response via radio or magazine
Kiosk marketing
Е-trade

28. 1) Face to face marketing
Amway, Zepter, Avon……

29. 2) Products’ delivery by snail post
Letter, offer, order, envelope……

30. 3) Catalog marketing
Printed, electronic...

31. 4) Telemarketing
Inbound/ Outbound..

32. 5) Direct-response television marketing
Topshop..

33. 6) Direct-response via radio or magazine
Free calls..

34. 7) Kiosk marketing

35. Questions
Importance
Strategies
Advantages
Disadvantages
Forms
Definition