introduction

• Direct marketing presented by Roll no.8 MALLIKARJUN.P.K Guided by:Dr. prof chinvar

1A-1A-11

What is direct marketing?

1A-1A-22

difinition

• Direct marketing Direct marketing is just what it

sounds like - directly reaching a market (customers and potential customers) on a personal (phone calls, private mailings) basis, or mass-media basis (infomercials, magazine ads, etc.).

1A-1A-33

Direct marketing

• IN SHORT: is an interactive mode of

marketing,through which the marketer reaches out to his target customer at any location.

1A-1A-44

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

1A-1A-55

Purposes of databases• Improve selection of market segments• Stimulate repeat purchases• Cross-sell• CRM mostly used by hotels,

airline, banks for help deepest targeting and segmentation data is obtain survey.

10 Principles of DM

• The right objective• Your target market• Your offer• Your communication• Test/analyse and evaluate• Costs and budgets• Training of employees• Co-ordination and communication• Programming and planning• Frequency and privacy

1A-1A-77

Types of dm Three main types of direct marketing:• Telemarketing: Direct marketing that involves

calling people at home or work to ask for donations, an opinion, or for sales purposes.

• Email Direct Marketing: This form of direct marketing targets consumers through their Email accounts. Email addresses can be harvested from websites, forums, or purchased. Some companies require you to receive announcements to use their websites.

• Direct Mail Marketing: Advertising material sent directly to home and business addresses.

1A-1A-88

Companies in practice

• Dell initially marketed its computer directly to the end users through direct- response advertising in selected computer magazines.

• Amazone.com, on the other hand ,heralded the era of online relating amazone.com retails only through the net.

1A-1A-99

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. 1A-1A-1010

channels

• CHANNELS Direct mail (postal) (sophisticated selling) Telemarketing ( for mass coverage) Face to Face (effective selling) Online advertising Email Websites etc.

1A-1A-1111

Other media

Catalogs, Envelope, brochure Broadcast (questionable radio)– Television

• Shopping channels• Spots• Infomercials

Telemarketing E-tailing or Other Internet Print Response-devise

E-commerce

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

1A-1A-1414

Advantages:

• - Direct marketing involves direct business. So it is cost beneficial for consumers, as there is no price hike due to wholesalers or retailers. - Marketing executives can state certainly of the exact response to their products. - The profit or loss can be more accurately judged.

1A-1A-1515

Disadvantages

• - Sometimes, direct mailing offends the customers and many do not endorse it as they say it inhibits their private lives.

• But most marketing managers are in support of this kind of business. The various forms in which direct business is made are:

• - Email Marketing: Here, emails are sent to all the selected customer categories with repeated intervals of time. But most of these are put into trash and spams. So the effectiveness of this form cannot be predicted

1A-1A-1616

Contd………• - Telemarketing: In telemarketing, calls are made directly

to the consumers and the concerned product is advertised. People sit at call centers to sell products on behalf of their clients. But this form of direct business is quite unpopular and most people oppose the uninvited calls. It was initially made illegal but later on new laws were re-enforced and calls are now made only to those who don't mind them.

• - Voicemail: Telemarketing created a lot of consumer opposition and consumers would abuse the ones advertising on the phones. In order to avoid this, voicemail marketing was introduced, wherein; the entire advertisement is digitally recorded and presented.

1A-1A-1717

Contd……

• Direct mailing: Here, paper mails are sent to the selected groups of people, who likely to give positive response e.g. the paper mails of latest food processor is sent to all homes where house wives are resident so that immediate response is seen. Also CDs can be used as demonstrating media.

1A-1A-1818

thank you

THANK YOU