Lecture 1 and 2

Direct Marketing
Raheel Yousuf
25012020
Direct Marketing
Direct marketing consists of

connecting directly with
carefully targeted individual
consumers to both obtain an
immediate response and
cultivate lasting customer
relationships.
Direct marketing is a
interactive system of
marketing which uses one or
more advertising media to
effect a measurable
response or transaction at
any location.
4 key takeout's:
• Interactive
• Measurable
• Database
• Any Location
Its also about…..
Building Direct Customer

Relationships and coming
close to your customer
Its also about…….
Building Brand Awareness

Building Believability
How
BY
Its Always about Finding out the
Value…
Benefits of Direct Marketing
• Convenient • Low cost

• Easy/private • Efficient
• Wealth of products • Speedy
• Information • Improved efficiencies
• Interactive • Flexibility
• Immediate • Access to buyers
Benefits to Benefit to
Buyers Sellers
Direct Marketing Special Competencies
Precession Targeting Call for Immediate Action Invisible Strategies
Through the usage of carefully Direct Marketing calls for specific Direct Marketing is Interactive;
selected mailing lists, and the and immediate action, typically the It initiates a two way process
information contained in customer purchase of a product or a request “Customer Vs Marketing Team”
data bases, the direct marketeers for more information about it. This It removes the "middle man" from
can direct communications to call for immediate action works the promotion process
individual or a specific business against the prospect’s normal
The strategies and tactics of direct
customers who has been identified tendency to defer action, often
marketeers are less visible to
as a viable prospect. This reduces permanently. “Limited time offer” “
competitors than are strategies that
the waste inherent in many other Will not be repeated” and “Your
must be implemented in the mass
types of communications that Prompt Reply is Requested” are
media
cannot be so precisely targeted. frequently used exhortations.
Customer Services
Personalization Measurability
An emphasis on customer
The individual consumers can be The most important
services, including order
and often should be addressed by advantage that direct marketing
fulfillment functions, is
name and business customers can has over other marketing
important as a mechanism for
be addressed by name and titles. techniques is its ability to track,
encouraging regular
Information from the databases and to measure the effectiveness
interactions between the
can be used to select an of specific marketing actions. By
direct marketer and the
appropriate appeal or to encourage knowing precisely what worked
customer. A popular idea now
additional purchases from a and what did not, the marketeers
in direct marketing called
customer who have purchased can allocate the marketing budgets
relationship marketing places
previously. much more effectively.
an emphasis on building long
term relationships with the
customers
Reasons for the Growth of Direct Marketing
IT’S MULTI-CHANNEL IT’S TARGETED IT’S MEASURABLE

By combining multiple marketing Gone are the days of “spray and pray” Whether or not a marketing campaign
channels, you can deliver a more mass mailings. To be effective in is successful hinges on the ability to
powerful and effective marketing today’s cluttered marketing accurately measure the results of the
campaign than you would by using landscape, you must be targeted. campaign. Without accurate
any single channel exclusively. Integrated Direct Marketing allows for measurement tools, you may as well
Integrated Direct Marketing uses a more relevant messages to be sent to just throw your marketing dollars in
cross-media approach, that combines highly targeted groups of recipients. the garbage. With Integrated Direct
personalized direct mail, email, text Data can be segmented and analyzed Marketing, you can measure every
messages and websites to support to further determine the effectiveness element of the campaign from the
and enhance each of the other of your messages and determine moment the mail piece is delivered, all
channels being utilized within the whether specific targets are worthy of the way to a highly qualified lead being
campaign. future efforts. forwarded to your sales team’s inbox
and everything in between.
IT’S PERSONALIZED IT’S PROVEN
An Integrated Direct Marketing IT’S AUTOMATED
The information on various marketing
Campaign is a unique, personalized methods can be overwhelming. If you Once an Integrated Direct Marketing
marketing experience for the google “Marketing” you get over 600 Campaign is launched, the entire lead-
recipient. Each element is million results. But organizations like generation process in now automated.
personalized with the recipient’s name PODi (www.podi.org), who provide a A response immediately triggers a
and other relevant information. comprehensive library of over 350 notification message, either by email
Images can also be personalized case studies, use real world results to or text message, to the appropriate
based on demographic information prove that Integrated Direct representative for follow up. The leads
within the data. The direct mail, Marketing is much more than just a can be distributed based on
emails, websites and text messages passing fad. In many of these case qualification level, geography,
all speak directly to the recipient studies, response rates above 20% demographics or other criteria. They
creating a deeper and more personal and ROI of over tenfold are not can also be fed directly into a CRM
marketing relationship. uncommon. program such as Salesforce.com for a
complete, seamless workflow between
sales and marketing.
More Growth Reasons…..
• Changing Lifestyles and Demographics

• An Evolving Economy and International
Competition
• Technological Advancements and Innovations

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Direct Marketing

Direct marketing consists of

Building Direct Customer

Building Brand Awareness

• Convenient • Low cost

IT’S MULTI-CHANNEL IT’S TARGETED IT’S MEASURABLE

• Changing Lifestyles and Demographics

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