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• Direct Marketing
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Direct marketing
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Direct marketing is a channel-agnostic form
of advertising that allows businesses and
nonprofits organizations to communicate
straight to the customer, with advertising
techniques that can include Cell Phone Text
messaging, email, interactive consumer
websites, online display ads, fliers, catalog
distribution, promotional letters, targetted
television commercials, response-generating
newspaper/magazine advertisements, and
outdoor advertising
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Direct marketing
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Direct marketing messages emphasize a
focus on the customer, data, and
accountability. Hence, besides the actual
communication, creation of actionable
segments, pre and post campaign
analytics, and measurement of results, are
integral to any good Direct Marketing
campaign. Characteristics that distinguish
direct marketing are:
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Direct marketing
A database of names (prospects,
customers, businesses, etc.), often with
certain other relevant information such as
contact number/address, demographic
information, purchase habits/history,
company history, etc., is used to develop a
list of targeted entities with some existing
common interests, traits or characteristics.
Generating such a database is often
considered part of the Direct Marketing
campaign.
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Direct marketing
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Marketing messages are addressed
directly to this list of customer and/or
prospects. Direct marketing relies on
being able to address the members of
a target market. Addressability comes
in a variety of forms including email
addresses, phone numbers, Web
browser cookies, fax numbers and
postal addresses.
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Direct marketing
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Direct marketing seeks to drive a specific
"call to action." For example, an
advertisement may ask the prospect to call
a free phone number, mail in a response
or order, or click on a link to a website.
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Direct marketing
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Direct marketing emphasizes trackable,
measurable responses, results and costs
from prospects and/or customers —
regardless of medium.
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Direct marketing
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The demonstrable result of Direct Marketing is
the reason for its increasing .
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Direct marketing - Popularity
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Also in 2010, there were 1.4
million direct marketing
employees in the US
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Direct marketing - History
Mail order pioneer Aaron Montgomery
Ward knew that by using the technique of
selling products directly to the customer at
appealing prices could, if executed
effectively and efficiently, revolutionize the
market industry and therefore be used as
an innovative model for marketing
products and creating customer loyalty.
The term "direct marketing" was coined
long after Montgomery Ward's time.
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Direct marketing - History
The Direct Mail Advertising
Association, predecessor of the
present-day Direct Marketing
Association, was first established in
1917
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Direct marketing - History
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In 1967, Lester Wunderman identified,
named, and defined the term "direct
marketing". Wunderman —
considered to be the father of
contemporary direct marketing — is
behind the creation of the toll-free 1800 number and numerous loyalty
marketing programs including the
Columbia Record Club, the magazine
subscription card, and the American
Express Customer Rewards program.
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Direct marketing - Benefits
Direct marketing is attractive to many
marketers because its positive results can
be measured directly
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Direct marketing - Benefits
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Measurement of results is a fundamental
element in successful direct marketing
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Direct marketing - Challenges and solutions
While many marketers recognize the
financial benefits of increasing targeted
awareness, some direct marketing efforts
using particular media have been
criticized for generating poor quality
leads, either due to poor message
strategy or because of poorly compiled
demographic databases. This poses a
problem for marketers and consumers
alike, as advertisers do not wish to waste
money on communicating with
consumers not interested in their
products.
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Direct marketing - Challenges and solutions
Success of any Direct Marketing
campaign, in terms of number of
times the desired response may vary
between the best vs. the worst of the
following parameters, depends on:
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Direct marketing - Challenges and solutions
In response to consumer demand and
increasing business pressure to increase the
effectiveness of reaching the right customer
with direct marketing, companies specialize
in targeted direct advertising to great effect,
reducing advertising budget waste and
increasing the effectiveness of delivering a
marketing message with better geodemography information, delivering the
advertising message to only the customers
interested in the product, service, or event on
offer
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Direct marketing - Channels
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Any medium that can be used to deliver a
communication to a customer can be
employed in direct marketing, including:
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Direct marketing - Online tools
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With the expansion of digital technology
and tools, direct marketing is increasingly
taking place through online channels. Most
online advertising is delivered to a focused
group of customers and has a trackable
response.
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Direct marketing - Telemarketing
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Another common form of direct marketing
is telemarketing, in which marketers
contact customers by phone. The primary
benefit to businesses is increased lead
generation, which helps businesses
increase sales volume and customer base.
The most successful telemarketing service
providers focus on generating more
"qualified" leads that have a higher
probability of getting converted into actual
sales.
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Direct marketing - Direct response television
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infomercials — can be considered a
form of direct marketing, since
responses are in the form of calls to
telephone numbers given on-air
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Direct marketing - Insert media
Another form of direct marketing,
insert media are marketing materials
that are inserted into other
communications, such as a catalog,
newspaper, magazine, package, or
bill. Coop or shared mail, where
marketing offers from several
companies are delivered via a single
envelope, is also considered insert
media.
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Direct marketing - Out-of-home
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Out-of-home direct marketing refers
to a wide array of media designed to
reach the consumer outside the home,
including billboards, transit, bus
shelters, bus benches, aerials,
airports, in-flight, in-store, movies,
college campus/high schools, hotels,
shopping malls, sport facilities,
stadiums, taxis — that contain a callto-action for the customer to respond.
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Direct marketing - Direct response magazines and newspapers
Magazine and newspaper ads often
include a direct response call-to-action,
such as a toll-free number, a coupon
redeemable at a brick-and-mortar store, or
a QR code that can be scanned by a
mobile device — these methods are all
forms of direct marketing, because they
elicit a direct and measurable action from
the customer.
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Direct marketing - Grassroots/community marketing
The door-to-door distribution of flyers and
leaflets within a local community is a
business-to-consumer form of direct
marketing used extensively by restaurants,
fast food companies, and many other
business focusing on a local catchment.
Similar to direct mail marketing, this method
is targeted purely by area and community,
and costs a fraction of the amount of a
mailshot, since it is not necessary to
purchase stamps, envelopes, or address lists
with the names of home occupants.
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Loyalty marketing - Wunderman: direct marketing genius
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Wunderman — considered to be the father
of contemporary direct marketing — is
behind the creation of the toll-free 1-800
number and numerous mail order based
loyalty marketing programs including the
Columbia Record Club, the magazine
subscription card, and the American
Express Customer Rewards program.
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List of marketing topics - Direct marketing
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* Direct Marketing
Association
(disambiguation)
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Opt-out - Unsolicited direct marketing mail (aka junk mail)
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In the United States, the Direct Marketing
Association's (DMA) Mail Preference
Service provides an opt-out service
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Target markets - Direct marketing
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For sales teams, one way to reach out to
target markets is through direct marketing.
This is done by buying consumer
database based on the defined
segmentation profiles. These database
usually comes with consumer contacts
(e.g., email, mobile no., home no., etc.).
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Direct marketing association - International Federation of Direct Marketing Associations
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23 direct marketing trade associations from
five continents established an International
Federation of Direct Marketing Associations.
Founded in 1989, the [http://www.ifdma.org/
IFDMA] was established to develop firm lines
of communications between direct marketers
around the world, and is dedicated to
improving the practice and communicating
the value of direct marketing; and to
promoting the highest standards for ethical
conduct and effective self-regulation of the
direct marketing community.
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Direct marketing association - The purposes of Direct Marketing Associations
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* Promoting direct marketing
techniques and companies
to consumers.
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Direct marketing association - The purposes of Direct Marketing Associations
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* Fighting negative
images of the direct
marketing industry.
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Direct marketing association - The purposes of Direct Marketing Associations
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* Promoting direct marketing, informing
consumers of the safeguards that exist,
and promoting the DMA as their protector,
contact point and regulator.
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Direct marketing association - Controversy
Direct Marketing Associations have
attracted controversy, as people believe
they aim to promote spam
(electronic)|spam and to defend
Advertising mail|junk mail and
unsolicited telemarketing, which many
consumers find irritating and intrusive
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Direct Marketing Association (USA)
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The US 'Direct Marketing Association'
(DMA) is a trade organization for datadriven marketers which seeks to
advance and protect responsible datadriven marketing
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Direct Marketing Association (USA) - Consumer options
As part of the public trust for the
industry, DMA provides a method for
consumers to opt out of various kinds
of direct marketing, including credit
and insurance offers by mail,
catalogs, magazines, and other direct
mail offers. This can be found at
DMAChoice.org.
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Shirrel Rhoades - Direct marketing
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Shirrel Rhoades has served on the board
of directors of American Family
Publishers and on the advisory board of
the New York Academy of Sciences. He
was nominated for the Direct Marketing
Association Hall of Fame in 1997 and
again for the Circulation Hall of Fame in
1998. During the 1980s, he was chairman
of the Consumer Marketing Committee
for Magazine Publishers of America and
a member of their Finance Committee.
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