What is Direct Marketing ?

Direct Marketing Marketing that reaches customers by communications directly addressed to the customer The process of sending promotional messages directly to individual consumers, rather than via a mass medium. Includes methods such as direct mail and telemarketing The sale of products by a producer direct to consumers with promotional efforts using direct mail, advertising, or telephone sales

Key features The main purpose is to make: 1. a sale 2. obtain a sales lead in highly targeted but low cost way Direct contact with customer Use of database Relationship with customer

Need for direct marketing Expert sales force can explain and demonstrate products well Intermediaries may be unwilling or unable to sell the product Intermediaries might be too costly Potential buyer can be reached easily

Benefits of direct marketing Convenient and hassle free (online and telemarketing) Feeling of getting the shop at your place Helps to gain more product knowledge to the customer Cost and time saving ( for customer) Helps to improve relationship with customer Better chances to convert lead into sales

Facts about direct marketing In 2001 220 million sales 105 million in US Expected to reach 900 million is 2010 Growing heavily in India

Channels Direct mail (postal) (sophisticated selling) Telemarketing ( for mass coverage) Face to Face (effective selling) Online advertising Email Websites

Distribution

Customer database A customer database is an organized collection of comprehensive data about individual or customers that is current and actionable for such marketing purpose as lead generation and sale of a product or service or maintenance of customer relationship.

Database includes Names Addresses Age Products purchased Dates purchased Contact details Returns Complaints Credit history Amount spent

Database marketing Database marketing is the process of building, maintaining and using customer database ad other databases (suppliers, retailers) for the purpose of contacting and transacting

Database marketing Mostly used by hotels, banks, airlines Help for deepest targeting and segmentation Data is obtained by surveys, shops, malls, web servers, search engines and private agencies who maintain databses.

Internet marketing

E-commerce Electronic commerce, commonly known as (electronic marketing) E-commerce or E-Commerce, consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks.

How it works?

E-mails Email Marketing is a form of direct marketing which uses Email as a means of communicating messages to your clients.

Text email and Html email

Websites

Famous Marketing Strategies Tupper ware Amway Eureka forbs- live demo of product Dell Sony Ericssion ( product visualization) Cookies strategy