2. Direct Marketing Cynthia C. Cutright Colorado Technical University MKT306-0904B-01 Professor Alan Fowler December 11, 2009
3. Introduction What is direct marketing? Describe at least three forms of communication that direct marketers utilize. What are the key benefits and challenges with each of these three approaches? How do direct marketers obtain consumer information? What are some of the issues faced in effectively and appropriately using this data? What is personalization? Examples of personalized marketing. What does a marketer hope to achieve with a personalization strategy? What are the key factors of a personalized approach? How could GGI use direct marketing in this project and at the same time protect the customer's privacy?
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5. Describe at least three forms of communication that direct marketers utilize.
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7. Describe at least three forms of communication that direct marketers utilize. Internet marketing Face-to-face selling Direct mail Brochures Catalogs Flyers Catalogs Telemarketing Direct-response advertising Television Radio Kiosk marketing
12. What does a marketer hope to achieve with a personalization strategy?
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14. Examples of personalized marketing. Pricing Offers Discounts Customer Service Merchandising Delivery Packaging
15. What does a marketer hope to achieve with a personalization strategy? Leads Sales Loyalty
16. References Direct Marketing Association Announces Future of Business-to-Consumer Communications. (2008, October 13). Retrieved December 11, 2009, from Direct Marketing Association: http://www.the-dma.org/cgi/disppressrelease?article=1227 Direct Marketing. (2009). Retrieved December 7, 2009, from Marketing Teacher: http://www.marketingteacher.com/Lessons/lesson_direct_marketing.htm Examine Marketing in the Context of the Company. (2009). Retrieved December 8, 2009, from CTU Virtual Campus: https://campus.ctuonline.edu/ Prepare a Marketing Plan. (2009). Retrieved December 9, 2009, from CTU Virtual Campus: https://campus.ctuonline.edu/ Berry, T. (2008). Direct Marketing Fundamentals. Retrieved December 8, 2009, from Mplans: http://articles.mplans.com/direct-marketing-fundamentals/
17. References Dolak, D. (2009). Direct Marketing. Retrieved December 8, 2009, from Dave Dolak: http://www.davedolak.com/directm.htm Fiedler, K. (2007, March 21). Are you empowered to deliver truly personalized marketing? Retrieved December 11, 2009, from DMNews: http://www.dmnews.com/are-you-empowered-to-deliver-truly-personalized-marketing/article/94928/ Givens, B. (2001, March 13). The Information Marketplace: Merging and Exchanging Consumer Data. Retrieved December 11, 2009, from Privacy Rights Clearinhouse: http://www.privacyrights.org/ar/ftc-info_mktpl.htm
18. References Linden, G. (2004, June 5). What is personalization? Retrieved December 11, 2009, from Geeking with Greg: http://glinden.blogspot.com/2004/06/what-is-personalization.html Stoler, M. (n.d.). Obtaining Direct Marketing Leads the Easy Way. Retrieved December 10, 2009, from Bloggers Online: http://www.blogersonline.com/obtaining-direct-marketing-leads-the-easy-way/
Editor's Notes
Direct MarketingCynthia C. CutrightColorado Technical UniversityMKT630-0904B-01Professor Alan FowlerDecember 11, 2009
