DIRECT MARKETING

1
DIRECT MARKETING

• Chapter 19 with Duane Weaver

2
DM (Direct Marketing) Defined

• Direct Marketingan interactive system of
  marketing, which uses one or more advertising
  media to effect a measurable response and/or
  transaction at any location.
• OGuinn, Allen, Semenik, 4E, p. 673
• CHARACTERISTICS OF DM
• Interactivecreates dialogue towards action with
  consumer over time
• Usually produce immediate measurable response
• Takes place anywhere, follow ups by mail, phone,
  visit to store, internet

3
Database (Direct) Marketing

• Direct Marketers use Databases and Database
  Warehouses to accumulate knowledge about their
  consumer to facilitate more effective DM
  Campaigns
• Who is the Best Customer for a product or
  service?
• What do they buy?
• How often do they buy?
• E.G.s
• Simple mailing list
• Customer list with characteristic detail buying
  habits, preferences, psychographics, geographics,
  demographics, behavioural graphics, sites
  visited, information search path, buying path,
  promotion sensitivity, information source points,
  leisure style and habits, political orientations,
  relationships

4
Database Applications

• Frequency-marketing programs (customer loyalty
  programs)
• Have a database
• Have a benefit package
• Have a communications strategy/curriculum with
  the customer
• Cross-selling
• Targeting current customers for alternate/related
  products and services based on buyer profiles.

5
Database Marketing and Privacy

• New Privacy Laws
• Permission based Marketing

6
Media Applications of DM

• Direct Mail
• Telemarketing
• E-mail
• Informercials

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Discussion Questions

• Question 3
• Question 7
• Question 8