Direct Marketing: Submitted by Vinutha Ramya

Direct
Marketing
Submitted by
Vinutha
Ramya
Meaning..
Direct marketing(DM) is the process by which a
firm approaches its customers on one-to-one
basis and markets its products directly to them.
In simple, it is a selling method that establishes
a one-to-one relationship with the customer.
It is also called as dialogue marketing,
personal marketing, Relationship marketing,
Data base marketing.
Ex- Eureka Forbes the most successful DM in
India
features .
Continuity
Interaction
Targeting
Control
Objectives
The Objectives of direct marketing are
as follows:
To Reach Target Markets.
To gain Name
Recognition.
To move Specific Products.
To Achieve Maximum Economy.
MethOds ..
Direct Selling Marketing.
Mail order marketing/Catalogue
Marketing.
Direct Mail Marketing.
Telemarketing.
Tele-Shopping /Home Shopping.
Database marketing.
Direct(face-to-face)selling:it is defined as
The direct personal
presentation, demonstration, and sale of products
and services to consumers, usually in their homes or
at their jobs.
Direct marketing is about business organisations
seeking a relationship with their customers without
going through an agent/consultant/retail outlet.
Ex- Amway.
Mail order marketing-(MOM)
It is also known as mail order

Business(MOB), it is one of the well established methods of direc
marketing.
In this method, the consumers become aware of a product
through information furnished to them by the marketer through
Catalogues dispatched by mail. the entire marketing takes place
by mail.
Interested consumers respond by placing a mail
order on the marketer ,the product is supplied to
the consumer by mail; payment by the
consumer is also made by mail, either
by cheque,or by credit cards.
Direct Mail Marketing(DMM)

DMM is similar to Mail order Marketing
In DMM ,not only letters/brochures are
mailed to the Prospects, but free product samples, gifts
and compliments are also mailed ,depending on the
context.
Tele marketing
It describes the use of telephone operators to attract new customers, t

contact existing customers to ascertain
satisfaction levels, or to take orders.
1. It is cheaper than personal selling
2. Reaching customers is faster
3. The response is the best, since it is person-to-person dialogue
Tele-shopping
Tele-shopping alternatively known as Home shopping, is one of the
method of direct marketing .Here the marketer hawks the product
on the air and the consumers watches it on his TV screen at
home,calls up to the marketer and buys his requirement.
Data base Marketing

Database marketing is a form of direct Marketing using
databases of customers or potential customers to generate
personalised communications in order to promote a product or
service for marketing purposes.
Here a record is kept of each customer and his
backgrond,purchase patterns, intersests and soon.this provides
an source for precisely targeting future marketing efforts in
direct marketing.if you know your customer better than your
competitor ,you shall have a clear selling advantage.
functiOns ..
The following functions of direct marketing
are:
To get sales needs
To help build new customers
To retain or Increase the business from
existing customers
To Stimulate repeat purchase
To improve selection of market segment
To generate goodwill.
Difference b/w..
Advertising
Direct Marketing
Mass selling. buyers are identified as

broad groups sharing common
demographic and psychological
characteristics
It is about selling to individuals. customers are

identified by address and name
The retailer outlet is the market place
The medium is the market place, i.e., the

product is ordered through telephone-email
,etc.
Mass Media cannot build personal relation
DM can build personal relation with each other
Effectiveness of mass media such as

advertising is more difficult to measure .
Effectiveness of DM can be measured accurately.
It is used to build image, awareness

recall, loyalty ,etc.
It is used to motivate an immediate order and

enquiry
advantages.
Selective reach: Wastage is eliminated due to
selective reach
Segmentation capability: segmentation can be
done based on demographics ,psychographics
Personalization: the product & services can be
tailor made to suit the individuals requirement
Effectiveness: can be measured
accurately .
Disadvantages..
Image factor: many people think that the mail
received by them, is a piece of junk.
Accuracy: Direct mail effectiveness depends
upon the accuracy of the list prepared.
If telephone numbers change, call-made will
go waste.
Lack of privacy.

Direct Marketing: Submitted by Vinutha Ramya

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Direct Marketing: Submitted by Vinutha Ramya

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Direct

Mail order marketing-(MOM)

It is also known as mail order

Direct Mail Marketing(DMM)

It describes the use of telephone operators to attract new customers, t

Data base Marketing

Mass selling. buyers are identified as

It is about selling to individuals. customers are

The retailer outlet is the market place

The medium is the market place, i.e., the

Mass Media cannot build personal relation

DM can build personal relation with each other

Effectiveness of mass media such as

Effectiveness of DM can be measured accurately.

It is used to build image, awareness

It is used to motivate an immediate order and

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