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Direct and Online Marketing: The New Marketing Model
Chapter 17
Mass Marketing and Direct Marketing
Mass Marketing
Direct Marketing
What is Direct Marketing?
Direct marketing consists of direct connections with carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting customer relationships.
Forms of Direct Marketing
Face-to-Face Selling
Direct Response TV
Kiosk Marketing
Direct Mail
Online Marketing
Benefits and Growth of Direct Marketing
Buyers Benefits
Sellers Benefits
Customer Databases
Customer Databases are an Organized Collection of Comprehensive Data About Individual
Customers or Prospects Including:
----Database Marketing
is the process of building, maintaining, and using customer databases and other databases for the purposes of
contacting and transacting with customers.
How companies use their databases:
Online Marketing
Online Marketing is conducted through interactive online computer systems, which link consumers
with sellers electronically.
Who is the Online Customer?
 They tend to be younger, more affluent, better educated, and more male than the general
population; female usage almost equals males.
 Other characteristic of net users:
Promise and Challenge of Online Marketing
Limited Consumer Exposure and Buying
Skewed User Demographics and Psychographics
Chaos and Clutter
Ethical Concerns
Public Policy and Ethical Issues in Direct Marketing
Irritation to Consumers
Unfairness, Deception, or Fraud
Invasion of Privacy