Advantages of Direct Marketing

Direct Marketing (One-to-one Marketing)
Knowledge Center

Forum
Anneke Zwart
Student (University), Netherlands

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.
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.

 

More on Direct Marketing (One-to-one Marketing):
Summary
Forum
Marketing Mix and Direct Marketing
👀Advantages of Direct Marketing
Door-to-door Selling and Party Plan Selling
Is Internet Marketing a Form of Direct Marketing?
Media Richness Theory versus Media Synchronization Theory
One to One Marketing
Reasons for Email Personalization
🔥4 Tips on Targeting Millennials through Email
Direct Marketing: Access Customers Directly
Best Practices
Direct Marketing Frequence
Special Interest Group

Do you have a keen interest in Direct Marketing (One-to-one Marketing)? Become our SIG Leader

Direct Marketing (One-to-one Marketing)
Knowledge Center



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2022 12manage - The Executive Fast Track. V15.8 - Last updated: 6-7-2022. All names ™ of their owners.