Download Direct marketing

Direct marketing
Interactive way of marketing that uses
one or more media to effect a
measurable response and/or
transaction
Growth in direct marketing
• growing cynicism towards traditional media
• fragmentation of traditional media and
audiences
• call for greater accountability
• desktop publishing
• liberalisation of telecommunications sector
• growth in credit card usage
• growing retailer strength
• cash-rich, time-poor consumers
Direct marketing objectives
•
•
•
•
•
•
to generate sales leads
to build and enhance a database
to generate sales
to create cross-selling opportunities
to persuade customers to upgrade
to attract lapsed customers
Database fields for a consumer
Title
First name
Surname
Street name and number
Town
County
Home telephone number
Mobile phone number
E-mail address
Date of birth
Marital status
Occupation
Number of children
Date of last transaction
Hobbies and interests
Value of last transaction
Database maintenance
• amend records as and when requested
• regularly check and verify accuracy of
information
• deduplicate records
• action removal requests
• have clear policies on staff access to
database
• keep back-up copy of database
• install virus protection software
Variables for testing
•
•
•
•
target audience
the offer
timing of campaign
creative aspects of campaign
Direct marketing media
• Addressable
–
–
–
–
direct mail
telemarketing
e-mail
mobile phone
• Unaddressable
– direct response
advertising
– websites