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Database and Direct ResponseMarketing
Wells, Moriarty & Burnett; Clow & Baack;
Internetsources
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Direct Marketing
Direct marketing occurs when a seller andcustomers deal with
each other directly ratherthan through an intermediary, such as
a
wholesaler or retailer
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Direct marketing tools
he !our strategic tools o! Direct Marketing are"
Direct mail
argets both consumers and B#B
Mailing list may include internal database and commercial
list
Containes letter, brochure, !lyers, reply card, return
en$elope
Catalogs Multi%page direct%mail publication
ow mostly replace by online
elemarketing
Internet
Direct sales
Direct Response 'd$tg (lightly longer ads !or customer to
remember
)opular home shopping * channels
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Direct Marketing
'd$antages
(electi$e reach
+elps in building use!uldatabase
Con$enient, reliablepurchase
ot boundrestricted bylocations
-reater control o! marketeruntil deli$ery
.le/ibility o! !orm and timing
Disad$antages
0nseen product leadsto customer reluctance
'nnoying directmarketers
1unk and spam mails
oo many catalogs
Intrusi$e calls
0nable to reach largemasses
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Direct Mail
'd$antages
ells a story
2ngages attention
)ersonali3esmessage
Builds in !eedback
Reaches theunreachable
Disad$antages
egati$e perceptions
Cost
Mailing list 4uality iscritical
Response rate could beas low as #%56
*ulnerability to naturaldisasters and accidents
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Catalog marketing
'd$antages
Can target speci!icmarket segments
2ngages attentionwith colour!ul pictures
Complete in!ormation
Con$enience% o!!er a
$ariety o! options
Disad$antages
egati$e perceptions
Costs
7ow Response rate85%96:
Database must beconstantly updated
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elemarketing
More direct marketing dollars spent
Call centres
Cold calling
)redicti$e dialing
ypes
Inbound and outbound
Criticisms
Random calling
.raudulent beha$iour
+ighly intrusi$e
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Internet tools
2%mails
nline ads
'ds on search engines, social media
2%Commerce !irms such as 2 bay, 'ma3on,.lipkart etc
