Define Direct Marketing
Using detailed databases, companies tailor their marketing offers and communications to the needs of narrowly defined segments or individual buyers. Beyond brand and relationship building, direct marketers usually seek a direct, immediate and measurable consumer response. The New Direct Marketing Model Early direct marketers-- catalog companies, direct mailers, and telemarketers-- gathered customer names and sold goods mainly by mail and telephone.
Music and book clubs, magazine clearing house, and credit card companies make use of direct mail. Catalogue marketing – companies mail catalogues to consumers and to businesses or make them available at retail stores, and consumers make their purchase from the catalogues. For example, Sears and Canadian Tire’s catalogue shopping. Catalogue retailers appear well suited to operating on the internet as they has the systems and distribution experience required for such an undertaking. Telemarketing – using the telephone and call centers to sell directly to prospects and existing consumers. Companies use call centers for Inbound (receiving calls from customers) and outbound (initiating calls to prospects and customers) telemarketing. Direct marketing has been a major growth area in retailing. Its advantages related particularly to its ability to direct the marketing effort to those consumers who are most likely to respond positively. It also offers products and services in a way that is most convenient for the consumer.
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