Direct Marketing[直销]
Direct Response Marketing[直接反应营销]

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将商品信息直接传递给每一个顾客。 Direct Marketing[直销](1498)解析。

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  1. 摘要
  2. 论坛
  3. 最佳实践
  4. Expert Tips
  5. 相关资料
  6. 打印

什么是直销(Direct Marketing)? 释义

直销是一种让顾客对商品信息做出“直接反应”的营销模式, 它将商品信息直接传递给每一位终端顾客, 有时它又被称为一对一营销(One-to-one Marketing)。 它与传统的广告营销不同,它不用大众传媒(如报纸或电视)宣传商品信息, 它的产品或服务信息被直接传递给消费者。 这种形式的销售技术利用的促销媒介是,传单、宣传册、邮件、分类目录、印刷广告等,它们通过所谓的地址媒体(Addressable Media被直接投递给每一个潜在顾客。这些地址媒体包括,

  • 信函(直接邮递)。
  • 电话(电话营销)。
  • 人员(挨门逐户销售,聚会活动销售)。
  • 电子邮件(电子邮件营销)。
  • 互联网(锁定行为目标)。
  • 手机。

直销的基础是数据库里的大量顾客数据资料。 因此, 直销也被称为: 数据库营销(Database Marketing)。 这些数据库被反复检索,用以找出成功销售的目标顾客。


直销的一个相关形式是直接反应营销(Direct Response Marketing)。 和直销的不同之处在于,通过直接反应营销,顾客能够直接将他们对产品或服务的意见反馈给销售人员。 直接反应营销的常见形式是电视广告(Infomercials,观众可以借助电话或互联网直接表达他们收看电视广告的反馈意见。 报刊杂志附带的优惠券是另一种形式的直接反应营销。
 

直销模式的起源。 历史

研究人员发现,直销起源于中世纪的欧洲,并一直发展至文艺复兴时期。 在古腾堡发明了活版印刷术(1450年前后)之后不久,欧洲便出现了一份分类商品邮递目录。 现存最早的分类目录是Aldus Manutius of Venice(1498年),它提供的是价格低廉的希腊和拉丁作者的图书目录,每本书的价格都被清除地标注在目录上。


直销法的步骤。 流程

  1. 制定直销战略。 市场调研。 锁定目标顾客。 制定直销目的。 选择直销媒介。
  2. 沟通交流,传递产品、服务信息。
  3. 顾客做出反应,订购产品、服务。 公司派送赠品/试用品给顾客。 顾客注册购买公司产品、服务。 顾客成为公司的会员。 顾客出席公司产品、服务的展示会。 顾客索取更多的产品、服务信息。
  4. 实行。 顾客订货。 公司发货。 顾客服务。
  5. 数据库维护和客户关系管理。

直销的优势。 优点

  • 成本效益高。
  • 其有效性可以通过目标顾客和非目标顾客的购买行为来衡量。
  • 和顾客发生直接联系。
  • 顾客收到量体裁衣的商品信息。 方便。

直销的局限。 缺点

  • 有时引发批评(如垃圾邮件)。
  • 有可能侵犯隐私。 合法正规的直销公司应该给以顾客不接受商品信息(如邮递品)的选择, 还应该尊重由联邦贸易委员会(FIC)制定的谢绝来电电话目录(DO-NOT-CALL LIST,避免拨打上面的电话号码。

参考书: Edward L. Nash - Direct Marketing: Strategy, Planning, Execution -

参考书: Bob Stone, Ron Jacobs - Successful Direct Marketing Methods -


直销论坛
  4 Tips on Targeting Millennials through Email
A recent study by Kristin Naragon shows that email as a marketing tool is far from dead. In fact, it is the best way to reach Millennials who are, with an estimated purchasing power of $200 billion in 2017, every brands desired customer. Millenni...
     
 
  Media Richness Theory versus Media Synchronization Theory
Direct Marketing has really come to stay as one of the most utilized forms of marketing. It is traditionally a form of face-to-face marketing which 'has long been known to be the most effective form of communication. It still has its place in non-pro...
     
 
  Advantages of Direct Marketing
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.
Besi...
     
 
  Email Marketing Tips
One of the best email marketing tips is to make it personalized. Email users are more likely to read an email that is addressed to them than a general one that they can tell is sent to hundreds of others. We all want to feel unique and special...
     
 
  Door-to-door Selling and Party Plan Selling
I would question the inclusion of 'door-to-door selling' and 'party plan selling' in the general description of direct marketing or direct response marketing - and many direct marketers would agree with this contention.
Personal selling as a pil...
     
 
  One to One Marketing
I think one to one marketing is to impress the customer at one sight. This can be achieved by giving a proper presentation to clients....
     
 
  Is Internet Marketing a Form of Direct Marketing?
As per the above description, internet marketing is form of direct marketing. I don't agree with this because even internet medium is now catering to large audience although better segmentation is possible. ...
     
 
  Direct Marketing Frequence
We are currently trying to get the right frequence of communication to our customers. Is it 4-5 times a year or less. We are in a testing stage right now but I would like to have your comments on this situation. Thanks...
     
 
  Direct Marketing: Access Customers Directly
As I understand, direct marketing helps to access customers directly, but not to sell goods without tax....
     
 
  Marketing Mix and Direct Marketing
What is the relation between the Marketing Mix and Directing Marketing?...
     
 
  Innovativeness and complexity of product - reason
When products are innovative or with complex concepts, indirect marketing may not work well. Direct marketing may be the only channel to sell and know customer requirements. The feedback from customers could also help in reinventing product faster to...
     
 
  Speed and Response are Key
I think direct marketing is a combination of diferentiation and how we get the customer but speed and response are key in this method. How we know what the customer needs before they want it....
     
 

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最佳实践 - 直销 高级帐户

Expert Tips (ENG) - Direct Marketing 高级帐户
 

Telemarketing Activities Go Beyond Selling!

The word telemarketing has been used for the first time in the US in 1967.
Remember that besides the actual selling over the phone it can...
Usage (application)Checklist of Other Direct Marketing Activities
 
 
 

What are the Pitfalls of Telemarketing?

Direct marketers and their customers usually enjoy mutually rewarding relationships. Sometimes, however, a darker side of direct marketing emerges: Usage (application)Understanding the CONs of Direct Marketing
 
 
 

Understanding Telemarketing Skills

Telesales people require different skills than direct sales persons. Many people - both buyers and sellers - prefer to have a conversation over the ph...
Usage (application)Psychological Issues and Requirements for Telemarketers
 
 
 

Customer Relationship TYPES

Next time you're using the term "CRM", remember there's an R in it... The R of "Relationship".
Actually, customers (want to) have many different ...
Usage (application)CRM, Relation Marketing, Branding
 
 
 

Measuring the True Effectiveness of Advertising Channels

Large firms are spreading their sometimes immense advertising budgets over multiple channels (online, TV, radio, print, other). But what channel is mo...
Usage (application)Advertising Effectiveness
 
 
 

What are the Drivers behind Telemarketing?

In todays business scenario, no matter what industry we consider, people make a broad use of the phone and IT tools for their daily business activity...
Usage (application)Understanding the PROs of Telemarketing
 
 

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比较: Marketing Mix[营销组合]  |  Customer Relationship Management[顾客关系管理]  |  Operational CRM[运营型顾客关系管理]


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