Direct marketing has become the fastest-growing form of marketing.While direct mail is still the primary channel of direct marketing (Canadians receive about 1.5 billion pieces of targeted mail each year), other forms are growingThe Internetnow stands third in Canada (just behind TV and radio) in terms of total weekly time spent by all adultsDirect marketing channels also give buyers access to a wealth of comparative information about companies, products, and competitors. Good catalogues or websites often provide more information in more useful forms than even the most helpful retail salesperson can provide.Direct marketing gives consumers a greater measure of control. Consumers decide which catalogues they will browse and which websites they will visit.Direct marketing also offers sellers a low-cost, efficient, speedy alternative for reaching their markets. Direct marketing has grown rapidly in business-to-business (B-to-B) marketing, partly in response to theever-increasing costs of marketing through the sales force.Direct marketers such as Amazon or Netflix also avoid the expense of maintaining a store and the related costs of rent, insurance, and utilities, passing the savings along to customersDirect marketing gives sellers access to buyers that they could not reach through other channels.Customer database:An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioural data.In consumer marketing, the customer database may contain a customer’s geographic data (address, region), demographic data (e.g., age, income, family members, birthdays), psycho-graphic data (activities, interests, and opinions), and buying behaviourCompanies use their databases in many ways: to locate good potential customers and generate sales leads, to learn about customers in detail and then fine-tune their market offerings and communicationsto the special preferences and behaviors of target segments A well-managed database usually results in sales and customer-relationship gains that cover the costs of the database system
Direct-mail marketing:Direct marketing by sending an offer, announcement, reminder, or other item toa person at a particular physical or virtual address.However, even though the new digital forms of direct mail are gaining popularity, the traditional form isstill by far the most widely used; provides something tangible for people to hold and keep. Catalogue marketing:Direct marketing through print, video, or digital catalogues that are mailed to select customers, made available in stores, or presented online.Online catalogues allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.
You've reached the end of your free preview.
Want to read all 36 pages?