What is Direct Marketing
The term ĄDirect Marketing' is reputed to have been used for the first time in the 1960s, by Lester Wunderman. For many years direct marketing was synonymous with direct mail and mail-order, probably because these were the most common approaches utilized by direct marketers to sell their products. However, today's direct marketers have a plethora of approaches at their disposal including direct mail, telemarketing, direct response television advertising, door-to-door and the Internet among others. Direct marketers are not confined to the important, though mundane, objective of generating sales.Direct marketing means there is no intermediary between your organization and your customer X it's a one-to-one relationship. It covers everything from coupon response advertising, e-commerce, door-to-door selling (heaven forbid) through to telemarketing and direct mail. Direct marketing always aims to achieve an immediate quantifiable response. Thus its effect can be assessed in a short time period. This distinguishes it from most high profile advertising whose major purpose is to build a brand image that is assumed to result in sales at some time in the future. Direct Marketing is low cost and low risk in the sense that no significant
that direct marketing can be used for both communication and distribution. The move toward direct response has dual benefits: it will facilitate more accurate targeting as a result of requests from consumers, thereby reducing `junk' mailings and it will allow marketers to move from prospecting to relationship building, an approach which will require a totally integrated marketing and communications mix. Individualism has led to a proliferation of subcultures or segments within society based on a variety of criteria (e. Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. Nowadays consumers have increasingly specialized requirements for the products and services they use. Why Direct Marketing will be developing in the future ?"« Changes in Market Behaviour- DemassificationA number of key issues have altered the structure of the modern consumer market-place, and the behaviour and expectations of contemporary consumers. A response, or lack thereof, can be associated with each catalog mailing, each direct-response television advertisement or each direct mail piece. Indeed, today's direct marketers see the database as a vital element in their communications strategies. Direct marketing also ensures feedback from the customer, and thus facilitates interactive dialogue. The fragmentation of consumer markets has exacerbated the difficulties of communicating with customers through traditional channels. Each direct marketing promotion provides data that can be used to improve performance of the next. In parallel, consumers have become more experienced and cynical about advertising, and less likely to accept branding at face value.
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Acceptance Essays
