Download as ODP, PPTX
Uploaded byLindsey Fair, MBA
Intro to Direct Marketing
Direct marketing involves retaining existing customers through two-way communication using their contact information and transaction history to send targeted offers by mail, email, phone, or online with the goal of generating sales or other responses in a measurable way, as opposed to traditional mass marketing through broadcast media.
Intro to Direct Marketing
- 1. what is directmarketing?
- 2. it’s mostly aboutretention
- 3.
- 4.
- 5.
- 6.
- 7.
- 8.
Editor's Notes
- #3 Mostly – NO MIDDLEMAN
- #5 It’s interactive
- #6 4 pieces of pie – offer + list + creative + channels
- #7 Direct 1. Selling to individuals with identified customers 3. Advertising is used to generate an immediate transaction 4. Repetition of offers, numbers, etc used within the advertisement 7. Distribution to door 9. Customer feels a high perceived risk 13. Marketing controls the product all the way through delivery Traditional 2. Purchase action deferred 5. Mass selling 6. Selling to groups of people 8. Retail outlet is the marketplace 10. Marketer loses control as the product enters the distribution channel 11. Advertising used to build image, awareness, loyalty 12. Customer has direct contact with product before purchase
- #9 Problems? Accuracy Packaging Speed Availability returns