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Direct Marketing Overview and Strategies

This document discusses direct marketing. It defines direct marketing as using advertising media to elicit a measurable response or transaction. It notes the term was first used in 1961. The document then lists the objectives of direct marketing such as generating sales leads and increasing customer loyalty. It proceeds to discuss various channels of direct marketing including direct mail, telemarketing, email marketing, voice-mail marketing, television marketing, and internet marketing; noting advantages and disadvantages of each.

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Pranit Thakur
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8 views10 pages

Direct Marketing Overview and Strategies

This document discusses direct marketing. It defines direct marketing as using advertising media to elicit a measurable response or transaction. It notes the term was first used in 1961. The document then lists the objectives of direct marketing such as generating sales leads and increasing customer loyalty. It proceeds to discuss various channels of direct marketing including direct mail, telemarketing, email marketing, voice-mail marketing, television marketing, and internet marketing; noting advantages and disadvantages of each.

Uploaded by

Pranit Thakur
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

WELINGKAR

INSTITUTE OF MANAGEMENT
DEVELOPMENT & RESEARCH
SUBJECT NAME :- Business Communication
PROF. :- Vinima Sharma

GROUP MEMBER ROLL NO.


1. Vijay B. Mahajan 0445
2. Ketan P. Patil 0446
3. Pranit F. Thakur 0456
4. Mohan
DIRECT
MARKETING
 INTRODUCTION

 MEANING:-According to the official definition of the


Direct Marketing Association (DMA), direct marketing is
an "interactive system of marketing which uses one or
more advertising media to effect a measurable response
and/or transaction at any location."

 HISTORY:-The term direct marketing is first used in


1961 ,with brands such as American Express and
Columbia Records.
OBJECTIVES OF DIRECT MARKETING
 GENERATE SALES LEADS

 OFFERING SIMPLY INFORMATION

 INCREASE SALES OF PRODUCT

 INCREASE CUSTOMER LOYALTY

 YOU CAN EXPLAIN COMPLEX MESSAGE MORE


EFFECTIVLY.
CHANNELS/ TYPES OF DIRECT
MARKETING
 DIRECT MAIL MARKETING
*Advantages:-
1. Quick to Produce
2. Quicker Response
3. Less Competition

*Disadvantages:-
4. Cost
5. Waste
 TELEMARKETING

*Advantages:-
1. You can get a lot of information across if your script is properly
structured.
2. It’s easy to prospect and find the right person to talk to.
3. Its cost-effective compared to direct sales.
4. Results are highly measurable.

*Disadvantages:-
5. Lots of businesses use telemarketing.
6. Expensive .
7. May need to hire a professional to prepare a well-crafted and
effective script
8. It is most appropriate for high-ticket retail items or professional
services.
 E-MAIL MARKETING
*Advantages:
1. The ability to distribute information to a wide range of specific,
potential customers at a relatively low cost.
2. Less Expensive.
3. E-mail messages are easy to track.
4. E-mail marketing is paper-free (i.e., "green").

*Disadvantages:

5. Lots of businesses use of e-mail marketing.


6. It is most appropriate for high-ticket retail items or professional
services.
7. Viruses Problem.
 VOICE-MAIL MARKETING
*Advantages:
1. Answer many phones at the same time.
2. Send messages to one or more other user voice mailboxes.
3. Store incoming voice messages in personalized mailboxes associated
with the user’s phone number.
4. Store voice messages for future delivery.

*Disadvantages:
5. Network Problem.
6. Expensive.
7. Lots of businesses use Vice-Mail marketing.
 TELEVISION MARKETING
*Advantages:
1. Television permits you to reach large numbers of people on a
national or regional level in a short period of time .
2. Wide Coverage.
3. Television being an image-building and visual medium, it offers the
ability to convey your message with sight, sound and motion.

*Disadvantages:
4. Relatively expensive in terms of creative,
production and airtime costs.
5. Message is temporary.
6. Ads on network affiliates are concentrated in local news broadcasts
and station breaks .
 INTERNET MARKETING
*Advantages:
1. Internet marketing is paper-free (i.e., "green").
2. Wide Coverage & Internet marketers also
have the advantage of measuring statistics
easily and inexpensively.
3. Easy to use.

*Disadvantages:
3. Internet marketing requires customers to use newer technologies
rather than traditional media.
4. Low Network Speed can affect to marketing activity.
5. It is most appropriate for high-ticket retail items or professional
services

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