INTRODUCTION TO
DIRECT
MARKETING
Direct Marketing Workshop Presentation
DIRECT
INTRODUCTION
- What’s direct marketing?
- Relationship marketing
Traditional vs. Direct Marketing - Inbound vs. Outbound Marketing
- Social Media
INTRODUCTION TO
DIRECT
MARKETING
Direct marketing is a method of marketing based on individual customer records held on a database.
It helps in identifying customer needs and wants more precisely.
Alignment with Relationship Marketing.
Focuses on Relationship Marketing
Customerretention is critical to company profitability
TRADITIONAL BASED MARKETING
The Four Ps of marketing (product, price, place, and promotion) are looked at strategically.
Operational details forthe product, price. and place are set. The target audience is assessed in detail.
The first customers are sought using promotion techniques. Advertising builds awareness, interest. and brand salience.
DIRECT MARKETING
A new product or service is developed, or a new channel is required.
IBM turns to direct marketing because its traditional markets are saturated and growth is taking place in the consumer and small business sectors
A database is built and used for analysis.
Databse
Attract a directresponse
Distribute directly to customers
An ongoing customerrelationship
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