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Managing Personal Communication: Direct Marketing: .Is The Use of Consumer Direct Channels To Reach

Direct marketing involves communicating directly with customers without intermediaries to sell goods and services. It uses various channels like direct mail, catalogs, telemarketing, websites and mobile devices. The benefits are time savings, focused sales, confidential strategy, and deepening customer relationships. However, direct marketing also faces issues regarding irritation of recipients, unfair practices, deception, and invasion of privacy.

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Divya Jain
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156 views

Managing Personal Communication: Direct Marketing: .Is The Use of Consumer Direct Channels To Reach

Direct marketing involves communicating directly with customers without intermediaries to sell goods and services. It uses various channels like direct mail, catalogs, telemarketing, websites and mobile devices. The benefits are time savings, focused sales, confidential strategy, and deepening customer relationships. However, direct marketing also faces issues regarding irritation of recipients, unfair practices, deception, and invasion of privacy.

Uploaded by

Divya Jain
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MANAGING PERSONAL COMMUNICATION

Personalizing communications and creating dialogues by saying and doing the right thing to the right person at the right time is critical for marketing. Direct Marketing: .is the use of consumer direct channels to reach and deliver goods and services to customers without using marketing middlemen. Direct marketers can use a number of channels to reach individual prospects and customers: Direct mail, catalog marketing, telemarketing, interactive TV, web sites and mobile devices.

MANAGING PERSONAL COMMUNICATION


The benefits of Direct Marketing: - Time saving and hassle free - Welcome growth of courier industry - Focused sale of slower-moving specialty items. - Prospecting customers through buying mailing list and contacting them. - Direct marketers strategy remains confidential to the rivals. - It promotes cross-sell, up-sell or just deepen a relationship.

MANAGING PERSONAL COMMUNICATION


Direct Mail:
Direct-mail marketing means sending an offer, announcement, reminder or other item to an individual consumer. Using highly selective mailing lists, direct marketers send out millions of mail pieces each year. Letters, flyers, foldouts and other salespeople with wings. Although the cost per thousand people reached is higher than with mass media, the prospects are better. The success of direct mail has however become its liability.

MANAGING PERSONAL COMMUNICATION


Catalog Marketing: Over here, companies may send full-line merchandise catalogs, specialty consumer catalogs and business catalogs. They are usually in print form but also sometimes as CDs, videos or online. The success of catalog business depends on managing customer lists carefully. Business marketers are making inroads into online catalog. The e-catalog business in South Asia is witnessing a gradual growth.

MANAGING PERSONAL COMMUNICATION


Telemarketing: Use of telephone and call centers to: Attract prospects Sell to existing customers Provide service Telemarketing helps companies increase revenues, reduce selling cost and improve customer satisfaction. Companies use call centers for both inbound and outbound marketing. Telemarketing, with the use of videophones, is likely to gradually replace more expensive field-sales calls.

MANAGING PERSONAL COMMUNICATION


Public and Ethical issues in Direct Marketing: The darker side that emerged are: 1. Irritation 2. Unfairness 3. Deception and fraud 4. Invasion of privacy

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