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Principles of Direct Marketing

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Sunanda K. Chavan
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Principles of Direct Marketing - November 1st, 2010

Principles of Direct Marketing

There are eight key principles of direct marketing & they are as follows:
Planning your marketing activity: All direct marketing should form part of a controlled marketing strategy, which has been produced as a result of market and competitor analysis and in relation to achievable objectives.

Targeting your customer: Customer information should be stored and capable of manipulation and retrieval from your customer database, to contact your existing customers. Analysis of this also helps you to identify characteristics of potential future customers.
Measuring your marketing activity: The results of direct marketing should be measured to tell you what works and what doesn't.

Tracking: This involves monitoring customers' responses over time, ideally for as long as your relationship with them lasts. This enables you to measure their value and understand how much of it is a result of how you marketed to them.
Customer behavior: Tracking the spending patterns and general behavior of your customer can help you establish which products are popular and which aren't. This can help you determine future products and strategy.


Future strategies: One aim of marketing is to maximize the value of your customers. So the previous steps will ensure you have the information to plan effective and efficient marketing to achieve this aim.


Developing long-term loyalty: By targeting the right customers, offering them what they want and encouraging them to take more of your products, you will protect your customer database. Your customers will be more likely to stay with you for longer.

Encouraging profitable business growth: Increasing the number of loyal and valuable customers you have and limiting the number of customers with low value and/or high risk to achieve the profitable growth of business. This increases turnover and profit, which can be reinvested to ensure that service and product standards are maintained and ensure that your customers stay happy.
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Re: Principles of Direct Marketing - January 21st, 2016

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Originally Posted by sunandaC View Post
Principles of Direct Marketing

There are eight key principles of direct marketing & they are as follows:
Planning your marketing activity: All direct marketing should form part of a controlled marketing strategy, which has been produced as a result of market and competitor analysis and in relation to achievable objectives.

Targeting your customer: Customer information should be stored and capable of manipulation and retrieval from your customer database, to contact your existing customers. Analysis of this also helps you to identify characteristics of potential future customers.
Measuring your marketing activity: The results of direct marketing should be measured to tell you what works and what doesn't.

Tracking: This involves monitoring customers' responses over time, ideally for as long as your relationship with them lasts. This enables you to measure their value and understand how much of it is a result of how you marketed to them.
Customer behavior: Tracking the spending patterns and general behavior of your customer can help you establish which products are popular and which aren't. This can help you determine future products and strategy.


Future strategies: One aim of marketing is to maximize the value of your customers. So the previous steps will ensure you have the information to plan effective and efficient marketing to achieve this aim.


Developing long-term loyalty: By targeting the right customers, offering them what they want and encouraging them to take more of your products, you will protect your customer database. Your customers will be more likely to stay with you for longer.

Encouraging profitable business growth: Increasing the number of loyal and valuable customers you have and limiting the number of customers with low value and/or high risk to achieve the profitable growth of business. This increases turnover and profit, which can be reinvested to ensure that service and product standards are maintained and ensure that your customers stay happy.
Hey sunanda, you have shared a very nice article on direct marketing and its principles. I am also sharing a document which will let you know more about its key features, principles and practices of direct marketing.
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File Type: ppt Principles of Direct Marketing.ppt (696.5 KB, 2 views)
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