Mark 3336 direct universal

Direct marketing

A marketing channel without intermediaries and is also an element of the promotion mix and is the fastest-growing form of marketing.

Direct marketing definition

A data-led, personal and highly targeted approach that uses multiple channels, both old and new, to deliver a targeted message to a specific audience in order to achieve a particular goal.

Direct-mail marketing

Involves an offer, announcement, reminder, or other item to a person at a particular address.

Direct-mail marketing advantages

Personalized, easy-to-measure results, costs more than mass media, provides better results than mass media.

Direct Mail

Just staying in touch

Telephone Marketing

Let's talk

The Envelope

Carries the weight in the decision to read or discard.

The Offer

Describes 'what's in it for me?' with credibility.

The Enclosure

Supports the offer by getting attention or providing proof.

The Reply Device

Closes the sale, tells the reader what to do, makes action easy, gives a reason for acting now, stresses positive benefits for action.

First Objective of Direct Mail

Get the envelope opened.

Create Urgency

With deadlines and scarcity.

Teaser Headlines

Save the story.

House List

Internal database you developed yourself like sweepstakes entries, bingo cards, trade shows, etc.

List Rental

Brokers

Compiled List

Assembled from various sources, typically marketed by brokers.

Response List

List of people who have previously responded to direct marketing. Subscribers can fall into this.

Compiled List Cost

Typically rented for $70/m to $120/m.

National Do Not Call Registry

Register once

Benefits to Buyers of Direct Marketing

Convenience, ready access to many products, access to comparative information about companies, products, and competitors, and it's Interactive and immediate

Benefits to Sellers of Direct Marketing

Tool to build customer relationships, low-cost, efficient, fast alternative to reach markets, flexible, access to buyers not reachable through other channels

Customer Database

An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.

Catalog Direct Marketing

Involves printed and Web-based catalogs.

Telephone Direct Marketing

Involves using the telephone to sell directly to consumers and business customers.

Outbound Telephone Marketing

Sells directly to consumers and businesses.

Inbound Telephone Marketing

Uses toll-free numbers to receive orders from television and print ads, direct mail, and catalogs.

Direct-Response Television (DRTV)

Involves 60- to 120-second advertisements that describe products or give customers a toll-free number or website to purchase.

Infomercials

30-minute advertisements such as home shopping channels.

Mobile Phone Marketing

Includes text messaging, ring-tone giveaways, mobile games, ad-supported content, contests, and sweepstakes.

Podcasts and Vodcasts

Involves the downloading or streaming of audio files via the Internet typically to a mobile device and listening to them at the consumer's convenience

Interactive TV (ITV)

Lets viewers interact with television programming and advertising using their remote controls. Provides marketers with an interactive and involving means to reach targeted audiences.

What does mobile phone marketing include?

Text Messaging, Ring-tone giveaways, Mobile games, Ad-supported content, & Contests and sweepstakes.

Irritation

Includes annoying and offending customers.

Unfairness

Includes taking unfair advantage of impulsive or less-sophisticated buyers.

Deception

Includes 'heat merchants' who design mailers and write copy designed to mislead consumers.

Fraud

Includes identity theft and financial scams.

Invasion of Privacy

The concern that marketers may know too much about consumers and use this information to take unfair advantage.

Sale of Databases

Refers to the selling of consumer data by marketers.

Cookies

Data files that track user behavior online.

Can Spam Act of 2004

Legislation aimed at regulating commercial email.

Children's Online Privacy Protection Act (COPPA)

Imposes certain requirements on operators of websites or online services directed to children under 13 years of age.