NIKHIL - DIRECT MARKETING(2)

8/7/2019 NIKHIL - DIRECT MARKETING(2)

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Prepare by

Nikhil

KalpanaReena

Nishita


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Direct marketing is a system of

marketing by which organizationscommunicate directly with targetcustomers to generate a responseor transaction, this response may

take the form of an inquiry, apurchase or even a vote.


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Objectives of directmarketing is usually focuson seeking direct response

in terms of behavior.


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There are mainly three properties of

direct marketing as follow

i. A definite offer to the consumer

ii. All the necessary information provided to make adecision and

iii. A mechanism to respond to the offer. Within this

framework fall all direct marketing options

sales letters, catalogues, telemarketing, directresponse TV advertisements, and the Internet


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1) Targeting Enable precision targeting

2) Interaction Generates direct enquiries and

order from prospect and customers

3) Control Accountable since direct enquiries

and order are easily measurable

4) ContinuityDevelop the seller-buyer

relationship and ultimately results in

customer loyalty


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1. Benefits to the Customer

Time Savings

Larger Selection Comparative Shopping

Convenient

Easy to use

Private

Access to a wealth of information

Immediate

Interactive


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2. Benefits for Seller

Powerful tool for building relationships

Allows for targeting of small groups orindividuals with customized offers in apersonalized fashion

Can be timed to reach prospects at theright time

Offers access to buyers that couldnt bereached via other channels

Low-cost, effective alternative for reachingspecific markets


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Direct

Mail

Tele-

marketing

Interactive

TV

Print AdvertisingPublic

Relation

Personal

Selling

Sales

Promotion

Support

Media


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There are a number ofways you can measure theeffectivenessofyour direct marketing campaignincluding:

Increased sales Additions to your database

Product inquiries

Profitability

Returnoninvestment


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Market segmentation and targeting

the right customers are critical to thesuccess of promotional programme.Customers can be grouped on the

basis of age, sex, income, education,

lifestyle, and stage in family life cycleetc.


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D ir e c t M a rk e t in g

M a r k e tin g R e s e a rc h

M a r k e tS e g m e n ta ti o n

D ir e c t R e s p o n s eA d v e rti s in g

A d v e rti s in gC r e a t io n

M e d ia

D ir e c t M a il Te le p h o n e B r o a d c a s t In te rn e t N e w s p a p e r M a g a z in e O th e r s

D ir e c t M a il Te le p h o n e B r o a d c a s t In te rn e t N e w s p a p e r M a g a z in e O th e r s

D ir e c t R e s p o n s e E x p e n d it u re s

D is tr ib u tio n C h a n n e ls

M e a s u ra b le R e s p o n s e

V e n d in gM a c h in e s

M a i l O r d e r,M a il /P h o n e

P e rs o n a l V is itto S e lle r

P e rs o n a l V is it o rC a ll to B u y e r

C u s to m e r / P ro s p e c tD a t a b a s e

R e s p o n s e / T ra n s a c ti o n

C o m p le ti o n

DirectMarketingMarketingResearchMarketSegmentationDirectResponseAdvertisingAdvertisingCreationMediaDirectMailTelephoneBroadcastInternetNewspaperMagazineOthersDirectMailTelephoneBroadcastInternetNewspaperMagazineOthersDirectResponseExpendituresDistributionChannelsMeasurableResponseVendingMachinesMailOrder,Mail/PhonePersonalVisittoSellerPersonalVisitorCalltoBuyerCustomer/ProspectDatabaseResponse/TransactionCompletion


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Direct marketing offers the advantage of reaching

large number of well- defined target customers and

almost eliminates waste coverage.

Good quality databases are available from

independent suppliers and the marketer can

segment customer groups with considerable

precision.

Direct marketing can deliver almost perfect offers

to customers.

Marketer can build desired frequency level based

on media


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Direct marketing offers creative flexibility in

different media.

Direct marketer can personalize the message.

Direct marketer can quickly develop a list of

specific profiles for direct mail.

Direct marketing is more effective in building

customer relationship.

It is very cost effective considering the salegenerated per contact.

The results can be measured most accurately


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May be seen as competing with existing

intermediaries

May be seen as intrusive by consumers

May be seen as costs

Sometimes it was difficult to find


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NIKHIL - DIRECT MARKETING(2)

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