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Direct Marketing: The Dialogue Builder

LECTURE-27. Direct Marketing: The Dialogue Builder . The New Direct-Marketing Model Growth and Benefits of Direct Marketing Customer Databases and Direct Marketing Forms of Direct Marketing. Topic Outline. Direct Marketing. Very Interactive. Lecture Perspective.

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Direct Marketing: The Dialogue Builder

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  1. LECTURE-27 Direct Marketing: The Dialogue Builder

  2. The New Direct-Marketing Model • Growth and Benefits of Direct Marketing • Customer Databases and Direct Marketing • Forms of Direct Marketing Topic Outline

  3. Direct Marketing Very Interactive Lecture Perspective A big advantage of Direct Marketing over Advertising and Sales Promotion: Advertising and Sales Promotion

  4. Direct Marketing Direct marketing:An interactive, database-driven messaging system that uses a range of mediato motivate a response from customers and prospects

  5. 2/3 of Americans Respond Every Year 4 Primary Media: Mail, Telephone, Email, Infomercials Also Known As Direct Response: Because It Is Two-way in Nature Direct Marketing 2/3 of Americans Respond Every Year DirectMarketing 4 Primary Media: Mail, Telephone, Email, Infomercials

  6. The New Direct Marketing Model Direct marketing A marketing channel without intermediaries An element of the promotion mix Fastest-growing form of marketing

  7. Growth and Benefits of Direct Marketing Convenience Ready access to many products Access to comparative information about companies, products, and competitors Interactive and immediate Benefits to Buyers

  8. Growth and Benefits of Direct Marketing Tool to build customer relationships Low-cost, efficient, fast alternative to reach markets Flexible Access to buyers not reachable through other channels Benefits to Sellers

  9. Customer Databases and Direct Marketing Customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data Customer Database

  10. Forms of Direct Marketing

  11. Forms of Direct Marketing Direct-mail marketing involves an offer, announcement, reminder, or other item to a person at a particular address Personalized Easy-to-measure results Costs more than mass media Provides better results than mass media

  12. Forms of Direct Marketing Catalog direct marketing involves printed and Web-based catalogs

  13. Forms of Direct Marketing Telephone direct marketing involves using the telephone to sell directly to consumers and business customers Outbound telephone marketing sells directly to consumers and businesses Inbound telephone marketing uses toll-free numbers to receive orders from television and print ads, direct mail, and catalogs

  14. Forms of Direct Marketing Direct-response television (DRTV) marketing involves 60- to 120-second advertisements that describe products or give customers a toll-free number or website to purchase and 30-minute infomercials such as home shopping channels Less expensive than other forms of promotion and easier to track results Direct-response television

  15. Forms of Direct Marketing Kiosk marketing Digital direct marketing technologies • Mobile phone marketing • Podcasts • Vodcasts • Interactive TV

  16. Forms of Direct Marketing Podcasts and vodcast involve the downloading of audio and video files via the Internet to a handheld device such as a PDA or iPod and listening to them at the consumer’s convenience Interactive TV (ITV) lets viewers interact with television programming and advertising using their remote controls and provides marketers with an interactive and involving means to reach targeted audiences

  17. Front end strategies Delivering the message Back end strategies Handling consumer responses and delivering the product What Are Direct Marketing’s Strategies?

  18. The Offer Targeted Databases The Response Fulfillment Customer Service Privacy Protection Front & Back End Components Front End Components The Offer Targeted Databases The Response Back End Components Fulfillment Customer Service

  19. List Types Offer Values Frequency of Exposure Creative Approach Media Mix Used How Can Direct Marketing Efforts Be Evaluated? List Types Offer Values Testing Creative Approach Media Mix Used

  20. = Number of responses Number of offers mailed Response Rate 5 / 100 = 20 Total cost of mailing Number of sales made = Cost Per Sale $1,000 / 5 = $200 Ultimate Test: Effectiveness

  21. Bibliography • Principles of Marketing by Philip Kotler & Gary Armstrong • Fifteenth Edition, Published by Prentice Hall • Marketing Management – A South Asian Perspective • by Philip Kotler, Kevin Lane Keller, Abraham Koshy & • Mithileshwar Jha, 13th Edition, Published by Pearson • Education, Inc. •   Principles and Practices of Marketing by Jobber, D. 4th  • edition, McGraw Hill International. • Principles of Advertising & IMC by Tom Duncan 2nd • Edition, Published by McGraw-Hill Irwin.

  22. The End “If you maintain politeness in authority & observe silence in anger, then be sure that nobody can break you or bend you.”

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