Direct Marketing · 22 November 2005, 05:13 by Admin
Direct Marketing is the use of Consumer Direct Channels to reach and deliver goods and services to customers without using marketing middlemen. These channels include direct mail, catalogues, telemarketing, interactive TV, kiosks, Websites and mobile devices.
Direct marketers seek a measurable response, typically a customer order. This is sometimes called direct-order. This is sometimes called direct-order marketing. Today, many direct marketers use direct marketing to build a long-term relationship with the customer (customer relationship marketing). They send birthday cards, information materials, or small premiums to select customers, Airlines, hotels and other business build strong customer relationship through frequency award programmes and club programmes.
The benefits of Direct Marketing
Direct Marketing benefits customers is many ways. Home shopping is fun, convenient and hassle-free. It saves time introduces consumers to a larger selection of merchandise. They can do comparative shopping by browsing through mail catalogues and online shopping services. They can order goods for themselves or others. Business customers also benefit by learning about available products and services without tying up time in meeting sales people.
Sellers also benefit. Direct marketers can buy a mailing list containing the names of almost any group: left-handed people, overweight people, and millionaires. They can customize and personalize their messages. Direct marketers can build a continuous relationship with each customer.
Direct marketing can be timed to reach prospects at the right moment, and direct marketing material receives higher readership because it is sent to more interested prospects.
Direct marketing permits the testing of alternative media and messages in search of most cost-effectives approach. Direct marketing also makes the direct marketers offer and strategy less visible to competitors. Finally, direct marketers can measure response to their campaigns to decide which have been the most profitable.