Direct marketing

Direct marketing

Direct marketing has several forms. The major ones are:

Mail Order Marketing/Catalogue MarketingDirect Mail MarketingDirect Response MarketingDatabase MarketingTelemarketingTeleshopping (Home Shopping)Online Marketing/Marketing on the Web

DM has so many forms essentially because it incorporates a variety of media/tools. Corresponding to the specific media/tools used, specific forms of DM have emerged.

For ex, in direct mail marketing, which is one major method of marketing in DM, customized mailing through carefully developed databases & mail-merge facility of word processing is the medium/tool used. It provides one way of reaching a mass of customers individually.

In telemarketing, which is another form of DM, the phone is the medium/tool used. Catalogue marketers use the catalogue as the tool. All these direct marketing methods basically do the same thing; they gather customer names & sell their products direct to them.While in the earlier days, direct marketing tools were confined to the mail & the phone, today DM uses newer tools such as computers & the Internet for reaching prospects/customers individually.

MAIL ORDER MARKETING/CATALOGUE MARKETING

Method of selling in which buyers and sellers do not make face-to-face contact. Mail order firms (also called direct mail firms) use personalized letters and catalogs (disparagingly called junk mail) mailed on the basis of highly specialized address lists (called mailing lists) sold by mailing research firms.

Mail Order marketing (MOM)/Catalogue Marketing, also known as Mail Order Business (MOB), is one of the well-established methods of DM. since many mail order marketers use catalogues for communication with the consumer; this form of marketing is often referred to as catalogue marketing.

First Mail Order Company: First Mail Order Company has been focusing on customers in the smaller cities, people who have the money but do not have the access to products.

DIRECT MAIL PROMOTION/DIRECT MAIL MARKETINGUnderstanding the difference between direct mail promotion & direct mail marketing is necessary.

When a direct mail campaign stops with the objective of generating awareness & interest about the product in the minds of the target customers, it is direct mail promotion. In other words, direct mail here takes care of communication alone.

When the direct mail campaign encompasses the whole range of marketing tasks including order booking, product delivery etc., it becomes direct mail marketing. In other words, the extent to which the mailing campaign decides accomplish the marketing task whether it is direct mail marketing.

DIRECT RESPONSE MARKETING

Direct Response marketing (DR) is another expression that is seen in DM. It is similar to, but not exactly the same as direct mail marketing. What distinguishes direct mail marketing & direct response marketing from each other is the media/instruments used. While direct mail marketing relies on mail, i.e. letters/mailers for obtaining the response, direct response marketing uses more instruments/media (including letters/mailers), like telephone, radio, TV & computer.

DIRECT RESPONSE MARKETINGSome direct response marketing campaigns, for example, rely totally on TV infomercials (commercials which give information about products, benefits & usage aspects). Depending on the media used --- press, radio, TV & computer --- response is elicited by giving a contact address/phone number/fax number. In the case of press, usually a coupon is also attached to enable response.

DIRECT RESPONSE MARKETINGToll-free telephone numbersToll-free telephones too serve as a usual tool of direct response marketing. Toll-free telephones help better ordering by the customer, better dialogue between the customers & the company & better service to the customer.

DATABASE/TELEMARKETING

Database Marketing

Database marketing is also seen in DM. although all forms of DM are database-driven, some experts treat database marketing as a distinct form of DM.

Advantages of Telemarketing

Telemarketing facilitates personalized contact, though not face-to-face contact with prospects. Compared to mass marketing programs, it gives the marketer a better chance to influence the prospects.

DATABASE/TELEMARKETINGSecond, it enhances marketing productivity by providing a screening & selection facility through preparatory conversations with the prospects. Those who are not at all inclined are disposed off at the first tele-calls. One can thus concentrate on select prospects. Third, telemarketing is less expensive compared to most other forms of selling. Moreover, it can be used in respect of different types of products. While it suits industrial products & services better, it suits FMCG too, especially, durables.