Direct Marketing
Direct marketing is a collection of techniques that enables organisations to market goods and services directly to customers (business-to-customers or B2C). It is a pro-active approach to marketing that takes the product and/or service to potential customers rather than waiting for them to come to a store or other point of access. It is a form of ‘non-shop’ shopping and is sometimes referred to as ‘precision marketing’ or ‘one-to-one’ marketing. Rather than the marketing firm sending out a general communication or sales message to a large group of potential customers, even if these constitute a well-defined market segment, direct marketing tends to target specific individuals or households. In a business-to-business (B2B) context this would be an individual or a specific organisation or firm. Direct marketing is not just concerned with marketing communications. It is also concerned with distribution. In using direct marketing, the firm is making a choice to cut out the use of marketing intermediaries and sell the product or service direct to customers. This has implications for both channels of distribution and logistical decisions.Direct marketing comes in a variety of forms. It is on
If a product requires a meeting between the customer and a specialised salesperson (e.g. fitted kitchens, central heating and insurance) direct mail is a useful method of acquiring good, qualified leads for the company’s salespeople. Sales calls are expensive, so anything that improves call success rate is welcome. A well-planned mail shot can act as a preliminary sieve, pinpointing the best prospects and ranking others in terms of sales potential. The ‘warmer’ the lead, the more effective will be the sales discussion with fewer wasted calls. Fill, C. (2002) ‘Marketing Communications: Contexts, Strategies and Applications’ Chapter 28 Direct Marketing, Financial Times Prentice-Hall
Some topics in this essay:
Marketing Improvements,
Company AT&T,
Office/Royal Mail,
Mail Mail,
Direct Marketing,
Association Direct,
World Federation,
Marketing MLM,
USA Direct,
Summary Direct,
direct marketing,
direct mail,
direct response,
direct selling,
direct response advertising,
response advertising,
marketing direct,
personal selling,
database marketing,
marketing tool,
marketing communications,
marketing direct marketing,
direct marketing direct,
direct marketing industry,
direct marketing tool,
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Approximate Word count = 7912
Approximate Pages = 32 (250 words per page double spaced)
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