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Basic Reasons for the Growth of Direct Marketing

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Basic Reasons for the Growth of Direct Marketing
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Sunanda K. Chavan
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Basic Reasons for the Growth of Direct Marketing - November 1st, 2010

Changing Market Place:


Growth of delivery systems and media fragmentation.

Affordable computing power & growth of databases (databases used for future purpose of
marketing).

Changing Role of Direct Marketing & Business focus:

Building & maintaining customer relationship


Increasing clutter in media.


Technological development: (Advances & Innovations)

Changes in the market place- B2B selling- it has increased or has seen tremendous growth.

The change place of market- e.g. home, office etc.


Alternative distribution channels.

Changing lifestyles and demographics.

Evolving economy and international competition.

“ Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a
measurable response and/or transaction at any location.”

There are three key elements of this definition. They are as follows:

First, direct marketing is ‘interactive’ in that marketer and prospective customer engage in two-way communication. The response or non-response of the customer completes the communication loop in the direct marketing process. E.g. filling in the response coupon by the customer and mailing it. That is, direct marketing activities give the target market of the communication an opportunity to respond.

Second, all direct marketing activities are significantly more ‘measurable’ than traditional general advertising and sales promotion. A response or the lack of it can be associated with each direct mail piece, each catalog mailing, or each direct response television advertisement. Direct marketers use direct marketing databases of stored purchase behavior and

other information about individuals & households to analyze customer characteristics and plan new campaigns. These databases are the foundation of effective direct marketing.

Third, direct marketing activities can take place from any ‘location.’ Marketer can interact with the customer over phone, through mail, Internet, by fax.
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Re: Basic Reasons for the Growth of Direct Marketing - June 13th, 2015

BENEFITS OF DIRECT MARKETING
  1. Talk about your offers directly with the customers
  2. Experiment with new markets
  3. Direct marketing is more cost-effective
  4. Build personal connections
  5. Focus on specific groups
  6. Provide direct feedback
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Jiten Mazee
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Re: Basic Reasons for the Growth of Direct Marketing - January 3rd, 2016

I think direct marketing gives higher accuracy and reliability in targeting customers. The impact of direct marking is great on the customer and rivals are less aware about activity. It also gives more options for feedback from buyers hence enhancing future marketing activity.
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