Direct marketing is a system of marketing by which organizations directly communicate with the target customer/s to generate a response or transaction. This response may take the form of an inquiry, a purchase or even a vote.
“Direct Marketing is the total of activities by which the seller in effecting the exchange of goods and/or services with the buyer, directs efforts to target audience using one or more media(direct selling, direct mail, telemarketing, direct-action advertising, catalogue selling, cable TV selling, mobile marketing etc) for the purpose of soliciting a response by phone, mail or personal visit from a prospect or customer.”
Direct Marketing involves all activities of marketing: Marketing Research, Segmentation, Target Marketing, Evaluation.
Direct Marketing is an interactive system of marketing which uses one or more media to effect the ‘measurable’ response or transaction at any level.
D.M. is used for Niche products, Service Products or Programs.
Traditionally Direct Marketing was performed using Catalogues, Direct mail, Telemarketing.
Strategies of D.M.- uses a number of media and each medium performs specific functions. Generally, they
follow-
One-Step Approach- the medium is used directly to obtain an order. Goal is to generate immediate sale.
Two-Step Approach- can involve the use of more than one medium. The first effort- to screen or qualify
potential buyers. The second effort generates the response. Telemarketing + Direct Mail.
“Direct Marketing is the total of activities by which the seller in effecting the exchange of goods and/or services with the buyer, directs efforts to target audience using one or more media(direct selling, direct mail, telemarketing, direct-action advertising, catalogue selling, cable TV selling, mobile marketing etc) for the purpose of soliciting a response by phone, mail or personal visit from a prospect or customer.”
Direct Marketing involves all activities of marketing: Marketing Research, Segmentation, Target Marketing, Evaluation.
Direct Marketing is an interactive system of marketing which uses one or more media to effect the ‘measurable’ response or transaction at any level.
D.M. is used for Niche products, Service Products or Programs.
Traditionally Direct Marketing was performed using Catalogues, Direct mail, Telemarketing.
Strategies of D.M.- uses a number of media and each medium performs specific functions. Generally, they
follow-
One-Step Approach- the medium is used directly to obtain an order. Goal is to generate immediate sale.
Two-Step Approach- can involve the use of more than one medium. The first effort- to screen or qualify
potential buyers. The second effort generates the response. Telemarketing + Direct Mail.