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    Nikhil - Direct Marketing

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    Nishita Shah
    Direct marketing involves communicating directly with target customers to generate a response or transaction. It aims to seek direct responses through targeted offers. Key properties include a definite offer, necessary information, and a response mechanism. Benefits include building relationships, targeting, control, and continuity. Effectiveness can be measured through sales, inquiries, profitability, and return on investment. Market segmentation is important for success. Advantages include targeting, customization, and cost-effectiveness, while disadvantages can include perceived intrusiveness.

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    Nikhil - Direct Marketing

    Uploaded by

    Nishita Shah
    20 views16 pages
    Direct marketing involves communicating directly with target customers to generate a response or transaction. It aims to seek direct responses through targeted offers. Key properties include a definite offer, necessary information, and a response mechanism. Benefits include building relationships, targeting, control, and continuity. Effectiveness can be measured through sales, inquiries, profitability, and return on investment. Market segmentation is important for success. Advantages include targeting, customization, and cost-effectiveness, while disadvantages can include perceived intrusiveness.

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    NIKHIL - DIRECT MARKETING(2)

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    Direct marketing involves communicating directly with target customers to generate a response or transaction. It aims to seek direct responses through targeted offers. Key properties include a definite offer, necessary information, and a response mechanism. Benefits include building relationships, targeting, control, and continuity. Effectiveness can be measured through sales, inquiries, profitability, and return on investment. Market segmentation is important for success. Advantages include targeting, customization, and cost-effectiveness, while disadvantages can include perceived intrusiveness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    20 views16 pages

    Nikhil - Direct Marketing

    Uploaded by

    Nishita Shah
    Direct marketing involves communicating directly with target customers to generate a response or transaction. It aims to seek direct responses through targeted offers. Key properties include a definite offer, necessary information, and a response mechanism. Benefits include building relationships, targeting, control, and continuity. Effectiveness can be measured through sales, inquiries, profitability, and return on investment. Market segmentation is important for success. Advantages include targeting, customization, and cost-effectiveness, while disadvantages can include perceived intrusiveness.

    Copyright:

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    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    DIRECT MARKETING

    Prepare by –
    Nikhil
    Kalpana
    Reena
    Nishita
    DEFINITION OF DIRECT MARKETING

    “Direct marketing is a system of


    marketing by which organizations
    communicate directly with target
    customers to generate a response
    or transaction, this response may
    take the form of an inquiry, a
    purchase or even a vote.”
    OBJECTIVE OF DIRECT MARKETING

    “Objectives of direct
    marketing is usually focus
    on seeking direct response
    in terms of behavior.”
    PROPERTIES OF DIRECT MARKETING
    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 a


    decision and
    iii. A mechanism to respond to the offer. Within this
    framework fall all direct marketing options—sales
    letters, catalogues, telemarketing, direct response
    TV advertisements, and the Internet
    4 FEATURES OF DIRECT MARKETING
    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) Continuity – Develop the seller-buyer


    relationship and ultimately results in
    customer loyalty
    BENEFITS OF DIRECT MARKETING

    1. Benefits to the Customer


    • Time Savings
    • Larger Selection
    • Comparative Shopping
    • Convenient
    • Easy to use
    • Private
    • Access to a wealth of information
    • Immediate
    • Interactive
    BENEFITS OF DIRECT MARKETING
    2. Benefits for Seller
    • Powerful tool for building relationships
    • Allows for targeting of small groups or
    individuals with customized offers in a
    personalized fashion
    • Can be timed to reach prospects at the
    right time
    • Offers access to buyers that couldn’t be
    reached via other channels
    • Low-cost, effective alternative for reaching
    specific markets
    POPULAR EXAMPLE OF DM
    DIFFERENT TOOLS OF DM

    Direct Tele- Interactive


    Mail marketing TV

    Public
    Print Advertising
    Relation

    Personal Sales Support


    Selling Promotion Media
    EFFECT OF DIRECT MARKETING
    There are a number of ways you can measure the
    effectiveness of your direct marketing campaign
    including:
    • Increased sales
    • Additions to your database
    • Product inquiries
    • Profitability
    • Return on investment
    MARKET SEGMENTATION AFFECT DM

    Market segmentation and targeting


    the right customers are critical to the
    success of promotional programme.
    Customers can be grouped on the
    basis of age, sex, income, education,
    lifestyle, and stage in family life cycle
    etc.
    D ir e c t M a r k e tin g

    M a r k e t in g R e s e a r c h

    DIRECT MARKETING
    M a rke t D ir e c t R e s p o n s e A d v e r t is in g
    S e g m e n ta tio n A d v e r tis in g C r e a t io n

    M e d ia

    FLOW CHART D ir e c t M a il T e le p h o n e B ro 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 rs

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

    D ir e c t M a il T e le p h o n e B ro 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 rs

    D is t r ib u t io n C h a n n e ls

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

    V e n d in g M a il O r d e r, P e r s o n a l V is it P e r s o n a l V is it o r
    M a c h in e s M a il /P h o n e to S e lle r C a ll to B u y e r

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

    R e s p o n s e / T r a n s a c tio n
    C o m p le t io n
    ADVANTAGES OF DIRECT MARKETING
     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
    ADVANTAGES OF DIRECT MARKETING
     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 sale
    generated per contact.
     The results can be measured most accurately
    DISADVANTAGES OF DM
     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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