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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