TOOLS OF DIRECT MARKETING

Made by Alexandra Gerasimova, 5401

DEFINITIONDirect marketing is one of the forms of communications which seeks to cause action; forms databases about clients; influences separate layers of consumers; gives the chance to learn and analyze the reaction of the consumers to various offers.

Direct marketing - Directly reaching a market (customers and potential customers) on a personal (phone calls, private mailings) basis, or mass-media basis (infomercials, magazine ads, etc.).

PROBLEMS AND PROSPECTS

• PROBLEMS– Cannot see and

examine– Operating costs– Low response rates– Intense competition– Image problems– Lack of comfort with

interactive technology– Privacy and ethical

issues

• PROSPECTS– Segmentation and

targeting– Geographical range– Shopping convenience– Technological advances– Lower prices to

customer is possible– Lower operating costs

are possible

TOOLS

• Personal relations with clients

• Public statements

• Use of recommendations

• Personal sale

• Catalog marketing

• Mobile marketing

• TV marketing

• Webmarketing

• Door to door contacts

Mobile marketing is an establishment of contact between the seller and the buyer by means of phone. Such form of direct marketing is especially effective

for adjustment of primary). Its advantages – law cost and high degree of personalization.

MOBILE MARKETING

DIRECT MAIL

Direct mail is a direct post mailing which is a basic element of direct marketing. The trick with achieving success at sales letters is to write compelling copy that appeals to your target market’s perceived needs and desires.

Webmarketing is an instrument of the communications which opportunities constantly

extend: make purchase, fill in the order form, evaluate the products etc..

WEBMARKETING

DIRECT MARKETING E-MAILS

Emails may be a form of direct marketing or they can be e-newsletters. The difference between direct marketing emails and other emails is that they require an action now that can be tracked and measured.

CATALOG MARKETING

Catalog marketing is a method of direct contact with buyers with use of catalogs of the goods dispatched to clients by mail, or on sale and being distributed in shops. Catalogs can extend at offices and at exhibitions. It can also be ordered in internet.

TV MARKETING (infomertials)

The buyer, having looked such program, can acquire goods, by calling during the translation. Only the

large companies, because of the high cost of television time can use this type of direct marketing.

Mass sending of sms to the base of subscribers informing them about new products, discounts,

special offers etc.

SMS-MARKETING

PERSONAL SALE

A few types of personal sales: trade agents, seminars, exhibitions, consultants.

GOOGLE’S DIRECT MARKETING• ENVIRONMENTALGoogle uses FSC-certified paper for its direct mail marketing pieces including the envelope. By doing this, they are educating potential customers regarding their concern for sustainability and the environment.

GOOGLE’S DIRECT MARKETING• PUSHES TO USELimited time offers and limited quantity offers are often superior ways to generate a response, and the cost for the discount is often much lower.

GOOGLE’S DIRECT MARKETING• EVALUATING THE RESULTSThe gift card included in the mailer has a unique ID so Google can instantly tell who has redeemed their gift card. They can also aggregate the data to determine how many recipients responded to this particular marketing program and how much each advertiser spent.

GOOGLE’S DIRECT MARKETING• CUTTING COSTS USING A PRECANCELLED STAMPA precancelled stamp is a type of postage that looks just like a regular first-class postage stamp, but allows you to mail at the discounted bulk mail rate.

THANK YOUFOR YOUR ATTENTION!