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Direct Marketing

            
             Direct marketing is a collection of techniques that enables organisations to market goods and services directly to customers (business-to-customers or B2C). It is a pro-active approach to marketing that takes the product and/or service to potential customers rather than waiting for them to come to a store or other point of access. It is a form of non-shop' shopping and is sometimes referred to as precision marketing' or one-to-one' marketing. Rather than the marketing firm sending out a general communication or sales message to a large group of potential customers, even if these constitute a well-defined market segment, direct marketing tends to target specific individuals or households. In a business-to-business (B2B) context this would be an individual or a specific organisation or firm. Direct marketing is not just concerned with marketing communications. It is also concerned with distribution. In using direct marketing, the firm is making a choice to cut out the use of marketing intermediaries and sell the product or service direct to customers. This has implications for both channels of distribution and logistical decisions.
             Direct marketing comes in a variety of forms. It is one of the fastest growing areas of marketing and is being propelled by technical advances, particularly in the field of computer technology and the www. Academics and consultants have taken up direct marketing with enthusiasm, and have helped to drive the subject forward both intellectually and practically.
             1.1 Direct marketing is not new.
             Direct marketing is not new, as many companies have sold products direct to the public for years e.g. Kleeneeze and Avon who have sold products door to door for many years. Direct mail through the post and mail order catalogues have been utilised for a long time and all are forms of direct marketing. Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917.


Essays Related to Direct Marketing

1. DIRECT MARKETING

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

  • Word Count: 7912
  • Approx Pages: 32
  • Grade Level: Undergraduate

2. DIRECT MARKETING

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

  • Word Count: 7912
  • Approx Pages: 32
  • Grade Level: Undergraduate

3. DIRECT MARKETING

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

  • Word Count: 7912
  • Approx Pages: 32
  • Grade Level: Undergraduate

4. Direct Marketing

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

  • Word Count: 7912
  • Approx Pages: 32
  • Grade Level: Undergraduate

5. DIRECT MARKETING

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

  • Word Count: 7912
  • Approx Pages: 32
  • Grade Level: Undergraduate

6. Direct Marketing

Direct marketing is not just concerned with marketing communications. ... Direct marketing comes in a variety of forms. ... Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. ... Traditional direct mail and telephone marketing techniques are widely employed by a range of direct marketing companies. ... Hence, direct marketing is not necessarily the same as direct sales. ...

  • Word Count: 7708
  • Approx Pages: 31
  • Grade Level: Undergraduate

7. Direct marketing

What is Direct Marketing? ... In Direct Marketing, we choose the individuals we market to. ... The most common medium for Direct Marketing is postal mail. ... In most cases, Direct Marketing is used to generate a direct response. ... Thus, we need to concentrate on other means of Direct Marketing. ...

  • Word Count: 1742
  • Approx Pages: 7
  • Has Bibliography

8. Direct MArketing

Direct marketing always aims to achieve an immediate quantifiable response. ... The committee of the Direct Marketing Association (DMA), a trade association, developed the most widely accepted definition of the direct marketing : " Direct marketing is an interactive system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location." ... This is one of the distinguishing factors of direct marketing. ... The direct marketing industry has been the fastest growing sector of marketing communications for more than a decade. ... I...

  • Word Count: 1965
  • Approx Pages: 8
  • Grade Level: Undergraduate

9. Integrated Marketing Communications (IMC) Assignment

Response Integrated marketing communication (IMC) basically focuses on advertising, direct marketing, sales, and promotions which are the four main areas of marketing communication (Belch, 2009). ... According to Clow & Baack (2014), IMC integrates all marketing communication tools. ... The Internet creates alternative methods of communication such as social media, online-marketing, database marketing which improve communication between marketers and other stakeholders as consumers spend more time online and even on mobile devices. ... Ikea is one of the organizations that apply IMC with its m...

  • Word Count: 490
  • Approx Pages: 2
  • Has Bibliography

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