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.
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.