Chapter 1 - What is Direct Marketing Flashcards
What is Direct Marketing ?
Direct Marketing (DM) is a database-driven interactive process of directly communicating with targeted customers or prospects using any medium to obtain measurable response or transaction via one or multiple channels.
What are the characteristic of Direct Marketing ?
- Customer/prospect databases that make 1:1 targeting possible
- A view of customers as assests with lifetime value
- Ongoing relationships and affinity with customers
- Data-based market segmentation
- Research and experimentation (testing)
- Benefit-oriented direct-response advertising
- Measurement of results and accountability for costs
- Interactivity with customers on a personlized and individualed basis
- Multidedia direct response communication
- Multichannel fullfillment and distribution
How is Convergence of DM and Brand ?
The difference have blurred due to the digital revolution … today …
Most traditional marketers conduct marketing from a Websit, catalog, tol-free numner and have a “call-to-action” in their ads
Most direct marketers now create and reinforce brand strategies at the individual level
What can Birth of Mail-Order Catalogs reflect to ?
Mail-Order Catalogs reflected social and economic change
Mail-order was and alternative mode of distribution
Aaron Montgomery Ward
Richard Warren Sears
What are the examples of Print Media ?
Laser printing
Personalization possibilities
Computerized typesetting
Advances in printing technology
Direct mail, newspapers, magazines
What are the examples of Broadcast Media ?
Television
Radio
Cable & satellite
Specialized programming
What are the examples of Electronic Media ?
Toll-free telephone calling
Wired and wireless telephones
The Internet and the World Wide Web
What are the High-Tech Digital Media ?
The Internet has dramatically changed the way
- Most consumers purchase products and services
- Most companies conduct business
What are the examples of High-Tech Digital Media Applications ?
- E-mail marketing
- On-line market research
- Web advertising
- E-branding
What are the examples of High-Tech Digital Media Formats ?
- Blogging
- Search Engine Marketing (SEM)
- Online Social Networking
- Mobile Marketing
- With new digital formats emerging almost daily!
What are the Factors Contributing to the Growth of Direct Marketing ?
- Printing Technology
- Credit Cards
- Personal Computers
- Changing Lifestyles/Working Women
- Negative Aspects of Retail Shopping
What are The Processes of Direct and Interactive Marketing ?
Hint: Primary Goal and Basic Premise
Primary goal:
- The creation and cultivation of a customer
Basic Premise:
- Customer and prospect responses are measurable
- Customer data drives all DM strategies
- Multiple channels are used to serve the customer
What are the Customer Affinity and Customer Value ?
- Database technology made it possible to track customer transactions and actions
- Lifetime Value of a Customer
What are the components of the Direct and Interactive Marketing Model ?
- Direct Communication 1:1
- Multiple Media
- Measurable Response
- Database
- Customer Relationships
- Multichannel Fulfillment/Distribution
What make the Scope of Direct and Interactive Marketing… And its Relevance Everywhere ?
Applications/Users of Direct Marketing
