Marketing Direct Marketing

Marketing Direct Marketing - Direct Marketing -Direct...

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Direct Marketing -Direct marketing consists of direct connections (no intermediaries) with carefully targeted individual consumers to obtain an immediate response (call-to-action: 1-800 # or website address) and cultivating lasting customer relationships. Fastest growing forms of marketing 1. New forms of direct marketing tied to the internet 2. Advances in database technologies Direct Marketing Benefits 1. Convenient (browsing the website and catalog: convenience, comfort from home or on the go) 2. Access to many products 3. Access to comparative information 4. Interactive and immediate (buyer decides how to configure what it is that they want and then they order it on their timeframe) Customer Databases & Direct Marketing SLIDE -What exactly is the difference? Name, address, phone #, email address -it’s an organized collection of comprehensive data about individual customers or prospects including… Geographic – address, phone, email address Demographic – gender, age, income, marital status, family, birthday, anniversary
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This note was uploaded on 04/09/2012 for the course MKTG 311 taught by Professor Carpenter during the Spring '12 term at Old Dominion.

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Marketing Direct Marketing - Direct Marketing -Direct...

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