Direct Marketing
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Transcript of Direct Marketing
DIRECT MARKETINGProf Prashant Kumar Gupta
Jain College of MBA & MCA
Types Of Direct Marketing• Direct mail can be used for all types of communication
(inform, differentiate, persuade, remind).
• Catalogs are the most popular form of direct marketing. They are used to sell to both individual and business consumers.
• Telemarketing (usually used to inform or sell products/services)
• Vending machines are used for low priced, convenience goods like sodas, stamps
• Direct-action advertising is used to obtain an immediate response from consumers (Call 1-800)
Objectives Of Direct Marketing
• Build customer relationships• develop and maintain continuous buyer-seller
relationships
• Elicit a direct response or transaction• direct order - response in the form of an order• lead generation - request for further information• traffic generation - visit to a store or business for the
purchase of specific good or service
Benefits
• Customers• Convenience• Control• Fun
• Marketers• Personalization• Relationship building• Less competitive scrutiny• Measurable
Home Work• e-commerce,• e-business• e-marketing• m-Commerce• m-marketing• e-networking