2. .
. Direct Marketing:
Here organization communicate directly with
the target customer & generate response or
transaction.
One of the fastest growing sector of US
Indian Direct Marketing : 30% growth rate
Direct marketing involves database
management, direct selling, telemarketing ad
& direct response ads.
4. Direct Marketing Fact:
• Current business of DM: $3 trillion
• Overall growth: 20%
• Indian business: Rs 3 billion
• Growth: 30%
5. Direct marketing:
• Organization communicate directly with target
customer
• Directly generate response or transaction
• It is fast growing tools of marketing
6.
7. Factor for Growth of DM:
• Consumer Credit Card
• Technological Advance
• The changing structure of Society
8. Developing Data:
• DM is based on data for all ad
• It is the only source for DM
• 65% of the company based on their own
internal data
9.
10. B2B database
Industrial Headquarters
Contact Info Location
Classification
Contact Size of Purchase
Title Business History
Telephone Promotion
Revenues History
Number
Source of
Number of Inquiry
order, inquiry,
Employees History
referral
Credit Time in Unique
History Business Identifier
12. Objective of Database:
• Improving the selection of mkt segment
• Stimulate repeat purchase
• Cross selling other product
• Customer relationship management
13. Sources of Database
• Census Bureau
• List services
• Directory
• Market research Bureau
14. Direct marketing Strategies:
There are two kind of approach
One step approach:
• Company provide Toll free number
• Direct order from customer
Two step Approach:
• Create awareness first
• Generate response after
15. DM Media:
• Direct mail
• Catalogue
• Broadcast media
• Infomercial
• Teleshopping
• Telemarketing
16. Direct Mail:
• Often known as Junk mail
• One of the best penetration market
• Should strong mailing list
• Growth rate projected 8.5% in 2010
• May be written or in catalogue form
17.
18.
19. Broadcast Media:
• Its success is remarkable
• Generate approx $167 billion via broadcast
media.
• Advertiser use telephone no & most of them
are toll free
20. Infomercial:
• Long length advertisement
• 5min-30min
• Give complete information about product
• Normally odd time allotment
Like: Sri yantra, Sauna slim belt
21. Homeshopping:
• Its shopping via television
• Development of Toll free no made it easy
• Payment is done via credit or debit card
QVC channel is prominent in US
In India these are TVC, Asian Sky Shop,
Homeshop18,
22.
23. Telemarketing:
• The fastest growing tools of marketing
• $1000 billion industry now
• 1,65,000 call center in US
• India is hub of outsourcing hub
• $400 million spent by Indian company