Direct Marketing
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Addressing commercial messages to individual consumers. Explanation of Direct Marketing (1498).

Contents

  1. Summary
  2. Forum
  3. Best Practices
  4. Expert Tips
  5. Resources
  6. Print

What is Direct Marketing? Description

Direct Marketing involves a "direct response" from a consumer. It is a technique that is used to address commercial messages towards individual consumers. A synonym which is sometimes used is "One-to-one Marketing". It differs from regular advertising in that it does not place its messages on mass media such as newspapers or TV. Instead, the marketing message of the service or commodity is addressed directly to the consumer. This sales and promotion technique uses promotional materials such as leaflets, brochures, letters, catalogs, or print ads that are delivered individually to potential customers via so called "addressable media":

  • The mail (Direct Mail).
  • Telephone (Telemarketing).
  • Humans (Door-to-Door Selling, Party Plan Selling).
  • E-mail (E-mail Marketing).
  • Internet (Behavioral Targeting)
  • Mobile phones.

Direct marketing is dependent upon the use of customer data and lists, normally in databases. Hence also the terminology: Database Marketing. These databases are searched and "crunched" to select those consumers that have the optimal chances for sales success.


A related form of marketing is Direct Response Marketing. Contrary to Direct Marketing, in Direct Response Marketing the customer responds to the marketer directly. Its most common form today is Infomercials via television presentations, to which viewers respond directly via telephone or internet. Coupons in magazines and newspapers are another type of Direct Response Marketing.
 

Origin of the Direct Marketing model. History

Researches have found the roots of direct marketing in Europe when it emerged from the Middle Ages (and feudalism) and entered the Renaissance. The first trade catalogs were issued by printer-publishers of the 15th century soon after Gutenberg’s invention of a moveable type (c. 1450). Credit for the oldest extant catalog (1498), which gives prices for inexpensive books by Greek and Latin authors offered, goes to Aldus Manutius of Venice.


Steps in the Direct Marketing method. Process

  1. Strategic decisions. Researching. Targeting. Set the objectives. Media choice.
  2. Communication of the offer.
  3. Customer response and ordering of the products. Donation. Subscription. Membership. Attending a demonstration. Asking for more information.
  4. Fulfillment. Filling the order. Distribution. Customer service.
  5. Database Maintenance and Customer Relationship Management.

Strengths of Direct Marketing model. Benefits

  • Cost-effective.
  • Effectiveness can be measured directly by comparing purchasing behavior of targeted vs. non-targeted consumers.
  • Direct contact with the customers.
  • Consumers receive commercial messages which have been adjusted to their profile. Convenience.

Limitations of the Direct Marketing approach. Disadvantages

  • Sometimes criticized for generating unwanted solicitations (Junk Mail and Spam).
  • Privacy concerns. Legitimate Direct Marketing firms should offer methods by which individuals can 'opt out' of these lists upon request. Direct Marketing agencies must respect the do-not-call list maintained by government agencies such as the Federal Trade Commission (FTC).

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

Book: Bob Stone, Ron Jacobs - Successful Direct Marketing Methods -


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Direct Marketing Special Interest Group


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Best Practices - Direct Marketing Premium

Expert Tips - Direct Marketing Premium
 

Telemarketing Activities Go Beyond Selling!

The word telemarketing has been used for the first...
Usage (application): Checklist of Other Direct Marketing Activities
 
 
 

What are the Pitfalls of Telemarketing?

Direct marketers and their customers usually enjoy...
Usage (application): Understanding the CONs of Direct Marketing
 
 
 

Understanding Telemarketing Skills

Telesales people require different skills than dir...
Usage (application): Psychological Issues and Requirements for Telemarketers
 
 
 

Customer Relationship TYPES

Next time you're using the term "CRM", remember th...
Usage (application): CRM, Relation Marketing, Branding
 
 
 

Measuring the True Effectiveness of Advertising Channels

Large firms are spreading their sometimes immense ...
Usage (application): Advertising Effectiveness
 
 
 

What are the Drivers behind Telemarketing?

In today’s business scenario, no matter what indus...
Usage (application): Understanding the PROs of Telemarketing
 
 

Resources - Direct Marketing Premium

Media Selection: Media Characteristics, Types, Advantages and Disadvantages

This presentation elaborates the concept of media,...
Usage (application): Mass Media, Media Selection, Channels, Advertising, Media Types, Media Scheduling
 

Regulation of Direct Marketing

Public complaints about the volume of direct marke...
Usage (application): DM regulation
 

Evaluating Direct Marketing Campaigns

Paper by Jedid-Jah Jonker, Philip Hans Franses and...
Usage (application): Direct Marketing
 

The Internet / Social Media Revolution

Video shows how fast social media is growing. And ...
Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution
 

Introduction Into Permission Marketing (PM)

Presentation that introduces the concept of Permis...
Usage (application): Direct Marketing, Email Marketing, Internet Marketing, Search Marketing
 

Funny Intro to Marketing Concepts in 2 Minutes

Funny explanation of direct marketing, advertising...
Usage (application): Initial Understanding of Marketing Terms, Marketing Intro, Marketing Fun, Trainings, Workshops
 
 

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News about Response Marketing


     
 

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Videos about Response Marketing


     
 

Presentations about Direct Marketing


     
 

Presentations about Response Marketing


     
 

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Compare with Direct Marketing: Marketing Mix  |  Customer Relationship Management  |  Operational CRM


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