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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 Telemarketing Kiosk Marketing Direct Mail Online Marketing Catalog 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 Security Ethical Concerns Public Policy and Ethical Issues in Direct Marketing Irritation to Consumers Unfairness, Deception, or Fraud Invasion of Privacy