Direct marketing is one of the types of marketing, which is a sub-discipline. Direct marketing is largely dependent upon the use of customer files and lists. It differs from general marketing, in that the result of a promotion is measurable in terms of response.
Direct Marketing is done by various methods:
Direct mail Marketing
One of the most direct marketers learn first is direct mail and it is the most heavily used direct marketing medium. Direct mail has been used to sell a wide variety of goods and services to consumers as well as businesses, and it continues to grow despite postage increases. Direct mail offers several advantages over other media, including selectivity, personalization, flexibility, and testability
Telephone-based direct marketing
Over the past two decades use of the telephone in direct marketing has grown dramatically. Expenditures now may equal, or even surpass, those of direct mail. Telephone-based direct marketing may be outbound and inbound. Inbound telemarketing is also known as teleservicing and usually involves taking orders and responding to inquiries. Outbound telemarketing for consumers may be used for one-step selling, lead generation, lead qualification or follow-up, and selling and servicing larger and more active customers. In business, telemarketing can be used to reach smaller accounts that do not warrant a personal sales call as well as to generate, qualify, and follow up leads.
Magazines
It is another way of direct marketing. Direct response print ads in magazines must make a definite offer or request that asks the reader to do something. In addition to advertising heavily in special interest magazines, direct marketers utilize mass consumer magazines and take advantage of regional advertising space to target specific audiences.
Television
Today direct marketing on television is increasing. Early examples of direct response advertisements on television that should be familiar to viewers include those for knives, garden tools, exercise equipment, records, and books, which ask viewers to call in and order a specific product.
More recent developments in direct response television advertising include a return to a lengthier format, commonly known as the infomercial, where a product or other offer is explained in some detail over a time period extending to 30 minutes or more. Advocates of this format point out that the greater length gives the advertiser the opportunity to build a relationship with the viewer and overcome initial viewer skepticism, and at the same time present a convincing story spelling out product features and benefits in detail.
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written by joleng16, May 03, 2010
Tina