Que é Direct Marketing? Descrição
Direct Marketing envolve “uma resposta direta” de um consumidor. É uma técnica que seja usada se dirigir a mensagens comerciais para consumidores individuais. Um synonym que seja usado às vezes é “One-to-one Marketing”. Difere de anunciar regular que não coloca suas mensagens em meios em massa tais como jornais ou tevê. Instead, a mensagem do marketing do serviço ou do producto é dirigida diretamente ao consumidor. Este as vendas e a técnica do promotion usam materiais promotional tais como leaflets, folhetos, letras, catálogos, ou anúncios da cópia de que são entregados individualmente aos clientes potenciais através assim que - “meios endereçáveis chames”:
- O correio (correio direto).
- Telefone (Telemarketing).
- Seres humanos (vender Door-to-Door, Party Plan Selling).
- E-mail (E-mail Marketing).
- Internet (Behavioral Targeting)
- Telefones móveis.
O marketing direto é dependente do uso de dados e de listas do cliente, normalmente nas bases de dados. Daqui também a terminologia: Database Marketing. Estas bases de dados são procuraradas e “crunched” para selecionar aqueles consumidores que têm as possibilidades optimal para o sucesso das vendas.
Um formulário relacionado do marketing é Direct Response Marketing. O contrário a Direct Marketing, em Direct Response Marketing o cliente responde ao comerciante diretamente. Seu formulário mais comum é hoje Infomercials através das apresentações da televisão, a que os visores respondem diretamente através do telefone ou do Internet. Os Coupons nos compartimentos e nos jornais são um outro tipo de Direct Response Marketing.
Origem do modelo de Direct Marketing. História
Pesquisa encontraram as raizes do marketing direto em Europa quando emergiu das idades médias (e do feudalism) e incorporou o renascimento. Os primeiros catálogos do comércio foram emitidos por impressora-publishers do 15o século logo após a invenção de Gutenberg de um tipo móvel (C. 1450). O crédito para o catálogo extant o mais velho (1498), que dá preços para livros baratos por grego e os autores Latin ofereceram, vai a Aldus Manutius de Veneza.
Etapas no método de Direct Marketing. Processo
- Decisões estratégicas. Pesquisar. Escolha de objectivos. Ajuste os objetivos. Meios bem escolhidos.
- Uma comunicação da oferta.
- Resposta do cliente e requisitar dos produtos. Donation. Subscrição. Sociedade. Atendendo a uma demonstração. Pedir mais informação.
- Fulfillment. Enchendo o pedido. Distribuição. Serviço de cliente.
- Manutenção e Customer Relationship Management da base de dados.
Forças do modelo de Direct Marketing. Benefícios
- Cost-effective.
- A eficácia pode ser medida diretamente comparando o comportamento comprando do alvejado contra consumidores non-alvejados.
- Contato direto com os clientes.
- Os consumidores recebem as mensagens comerciais que foram ajustadas a seu perfil. Conveniência.
Limitações do abordagem de Direct Marketing. Desvantagens
- Criticado às vezes para gerar solicitations não desejados (correio de sucata e Spam).
- Interesses da privacidade. As empresa Legitimate de Direct Marketing devem oferecer os métodos por que os indivíduos enlatam o “opt para fora” destas listas em cima do pedido. As agências de Direct Marketing devem respeitar -não-chame a lista mantida por agências de o governo tais como o Commission de comércio federal (FTC).
Livro: Edward L. Nash - Direct Marketing: Strategy, Planning, Execution - 
Livro: Bob Stone, Ron Jacobs - Successful Direct Marketing Methods -
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 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 brand’s desired customer. Millenni...
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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...
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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...
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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...
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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...
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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....
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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.
...
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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...
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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...
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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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Direct Marketing Grupo de Interesse Especial
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Direct Marketing Educação & Eventos
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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
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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
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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
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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
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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
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What are the Drivers behind Telemarketing?
In today’s 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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Notícias
Direct Marketing
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Notícias
Response Marketing
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Vídeos
Direct Marketing
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Vídeos
Response Marketing
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Apresentações
Direct Marketing
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Apresentações
Response Marketing
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Mais
Direct Marketing
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Mais
Response Marketing
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Compare com Direct Marketing: Marketing mix | Customer Relationship Management | CRM operacional
Retorne a o centro de a gerência: Marketing
Mais Métodos, Modelos e Teorias de Gestão
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Special Interest Group Leader
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