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Transcript
DIRECT MARKETING Chapter 19 with Duane Weaver DM (Direct Marketing) Defined Direct Marketing…an interactive system of marketing, which uses one or more advertising media to effect a measurable response and/or transaction at any location. O’Guinn, Allen, Semenik, 4E, p. 673 CHARACTERISTICS OF DM: 1. Interactive…creates dialogue towards action with consumer over time 2. Usually produce immediate measurable response 3. Takes place anywhere, follow ups by mail, phone, visit to store, internet… Database (Direct) Marketing • Direct Marketers use Databases and Database Warehouses to accumulate knowledge about their consumer to facilitate more effective DM Campaigns: – – – – Who is the Best Customer for a product or service? What do they buy? How often do they buy? E.G.’s: • Simple mailing list • Customer list with characteristic detail: buying habits, preferences, psychographics, geographics, demographics, behavioural graphics, sites visited, information search path, buying path, promotion sensitivity, information source points, leisure style and habits, political orientations, relationships… Database Applications: • Frequency-marketing programs (customer loyalty programs): – Have a database – Have a benefit package – Have a communications strategy/curriculum with the customer • Cross-selling: – Targeting current customers for alternate/related products and services based on buyer profiles. Database Marketing and Privacy • New Privacy Laws • Permission based Marketing Media Applications of DM • Direct Mail • Telemarketing • E-mail • Informercials Discussion Questions • Question 3 • Question 7 • Question 8
