Advantages of Direct Marketing

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Advantages of Direct Marketing
Anneke Zwart, Student (University), Netherlands

The summary of Direct (Database) Marketing (DM) mentions the following advantages of this approach:
1. Cost-effective
2. Measurable
3. Direct contact with the customers
4. Adjustment of commercial messages > Convenience.
Besides these, Tapp mentiones 2 more advantages or DM in his book:
5. Customer Focus. Modern DM assumes that understanding one’s consumers as individuals more detailed is better than developing product’s brands. Using DM enforces a natural emphasis on consumers rather than on the products and is therefore desirable.
6. Relationship Focus. DM stimulates us to consider the customer relationships with the company. In this way there exist a natural connection between DM and ‘relationship marketing’.
According to the author, the main idea behind DM is to capture detailed information about the consumer at the first sale, and to treat him or her differently afterwards. In this way a long term relationship can be build and repeat business will be generated.
Source: Tapp, A. (2008). “The Principles of Direct and Database Marketing: A Digital Orientation.“ Pearson Education Limited, 4th Edition.



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