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DIRECT MARKETING

DIRECT MARKETING. Chapter 19 with Duane Weaver. DM (Direct Marketing) Defined. Direct Marketing …an interactive system of marketing, which uses one or more advertising media to effect a measurable response and/or transaction at any location . O’Guinn, Allen, Semenik, 4E, p. 673

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DIRECT MARKETING

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  1. DIRECT MARKETING Chapter 19 with Duane Weaver

  2. DM (Direct Marketing) Defined Direct Marketing…an interactive system of marketing, which uses one or more advertising media to effect a measurable response and/or transaction at any location. O’Guinn, Allen, Semenik, 4E, p. 673 CHARACTERISTICS OF DM: • Interactive…creates 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

  7. Discussion Questions • Question 3 • Question 7 • Question 8

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