Direct marketing involves specifically targeting individuals or companies to sell products, generate new business, or raise awareness of an organization. It uses customer databases and computer-generated letters to directly contact potential customers. Benefits include convenience for buyers and lower costs and improved efficiency for sellers. Direct marketing has grown significantly with improvements in delivery services, computer power, and databases. Common forms include direct mail, telemarketing, catalog marketing, and digital channels like the internet and mobile messaging. Public policy concerns relate to potential customer irritation, unfair practices, privacy issues, and deception.

1. DIRECT MARKETING
Presented by: Roland John Ayuste

2. What is Direct Marketing?
• Direct marketing is the specific targeting of a person or a company
with the objective of selling a product, generating new business, or
raising the profile of an organization or product
• Today it is done with the aid of a database, and uses computer
generated letters and labels for envelopes

4. What is Direct Marketing?
• Direct marketing is the specific targeting of a person or a company
with the objective of selling a product, generating new business, or
raising the profile of an organization or product
• Today, improved databases permit more sophisticated direct
marketing
and tailoring of marketing efforts.

5. What is Direct Marketing?
• Other term that people use is “ direct response marketing”.
Customer respond directly to the order or the offer that you have
put before them.
• Attempts to acquire and retain customers by contacting them
without the use of an intermediary.

6. BENEFITS AND GROWTH OF DIRECT MARKETING
BENEFIT TO BUYERS:
• Convenient
• Easy and private
• Product access and selection
• Comparative information
• Interactive and immediate

7. BENEFITS AND GROWTH OF DIRECT MARKETING
BENEFIT TO SELLERS:
• Tool for customer relationship building
• Reach prospect at the right moment
• Continues relationship can be developed
• Reduce cost and increase speed and efficiency

8. BENEFITS AND GROWTH OF DIRECT MARKETING
THE GROWTH OF DIRECT MARKETING
• Growth of delivery services and the suppor infrastructure
• Growth of computer power and databases
• Growth has also occurred in the business –to-business sector.

9. Customer Databases and Direct Marketing
customer database is an organized collection of comprehensive
data about individual customers or prospects
Database marketing is the process of building, maintaining, and
using customer database and
other database for the purposes of contacting and transacting with
customers

10. FORMS OF DIRECT MARKETING
Direct mail Telemarketing Direct Response
(coupon response or Phone now)

11. FORMS OF DIRECT MARKETING
ELECTRONIC MEDIA CATALOGUE MARKETING INSERTS
(Internet, interactive Cable TV) (Leaflets in Magazines)

13. FORMS OF DIRECT MARKETING
Door-to-door leaf letting text messaging

14. Online Marketing and Electronic Commerce
• Commercial online services offer information and
marketing services to subscribers who pay a monthly fee
• The Internet as the primary online marketing channel.
The Internet is a vast and burgeoning global web of
computer networks.

15. Public Policy & Ethical Issues & Direct Marketing
• Irritation to costumers
• Unfairness Deception or fraud
• Invasion of Privacy

16. Thank You