2. Direct marketing is a form of advertising that
reaches its audience without using traditional
formal channels of advertising, such as
TV, newspapers or radio. Businesses
communicate straight to the consumer with
advertising techniques such as
fliers, catalogue distribution, promotional
letters, and street advertising.
3. Direct Advertising
There are two main definitional characteristics
which distinguish it from other types of
marketing.
1)it sends its message directly to consumers,
without the use of intervening commercial
communication media.
2) the core principle of
successful Advertising driving a specific "call to
action." This aspect of direct marketing involves
an emphasis on trackable, measurable, positive
responses from consumers (known simply as
"response" in the industry) regardless of medium.
4.
5. Benefits of Direct Marketing
To Customers To Companies
Fun, Convenient & Mailing Lists for Almost
Hassle-Free Any Market
Saves Time Customized Offers
Larger Merchandise Ongoing Relationships
Selection with Customers
Timed to Achieve Higher
Comparison Shopping Readership & Response
Order Products for Alternative
Themselves or Others Media/Message Testing
Privacy
Measurable Response
6. Channels
• Direct mail
• Telemarketing
• Email Marketing
• Door-to-Door Leaflet Marketing
• Couponing
• Direct selling
7. Direct mail
The most common form of direct
marketing, sometimes called junk mail, used
by advertisers who send paper mail to all
postal customers in an area or to all customers
on a list.
Types of direct mail: Catalogues, flyers,
postcards, sales letters, folders etc.
8. Telemarketing
Any plan, program, or campaign to sell goods
or services through interstate telephone calls.
Telemarketing sales is a difficult way to make a
living, but for many sales professionals it is
their chosen way of generating income.
9. Email Marketing
Email marketing is so popular because:
• sending email is much cheaper than most
other forms of communication
• email lets you deliver your message to the
people (unlike a website, where the people
have to come to your message)
• email marketing has proven very successful for
those who do it right
10. Door-to-Door Leaflet Marketing
Leafleting is probably the simplest and cheapest
form of direct marketing.
However, leafleting brings significantly lower
response rates than direct mail. It's less
targeted - you don't know the characteristics
of the recipients of your leaflet and you can't
personalize your message.
11.
12. Coupononing
Coupons have proved to be highly effective
method of direct marketing.
The readers are encouraged to cut and present
coupons in the store issuing them for availing the
discount associated with them. Coupons can be
used almost for all types of services or products
such as meals, clothes, electronics and so on.
13. Direct selling
Direct selling, which is also called network
marketing, is a form of sales where a product
or service is sold face to face.
Companies that participate
in direct selling hire people that are given the
title of independent contractor,
representative, distributor, consultant or other
similar terms.
14. Public & Ethical Issues in Direct
Marketing
Irritation
Unfairness
Deception & Fraud
Invasion of Privacy
