DIRECT MARKETING

DIRECT MARKETING IS THE PROCESS OF REACH AND DELIVER GOODS AND SERVICES TO CUSTOMERS WITHOUT USING ANY MARKETING MIDDLEMAN. THERE ARE MANY CHANNELS TO REACH CUSTOMERS SUCH AS DIRECT MAIL, TELEMARKETING, WEBSITES, MOBILE ETC. DIRECT MARKETERS BUILD LONG TERM RELATIONSHIPS WITH CUSTOMERS. THEY SEND BIRTHDAY CARDS, INFORMATION MATERIALS. DIRECT MARKETING HAS BEEN A FAST GROWING AVENUE FOR SERVING CUSTOMERS. DIRECT MARKETERS CAN BUY A MAILING LIST WITH NAME, EMAIL ID AND CONTACT NUMBER. THEY BUILD GOOD RELATIONSHIP THROUGH CALL AND MESSAGE. AFTER BUILD RELATIONSHIP, THEY CONVINCE TO BUY THEIR PRODUCT. THEY DO COLD CALL, WARM CALL AND HOT CALL. DIRECT MARKETING MUST INTEGRATED WITH OTHER COMMUNICATIONS AND CHANNEL ACTIVITIES. CITIGROUP, AT&T, IBM, FORD, AND AMERICAN AIRLINES HAVE USED INTEGRATED DIRECT MARKETING TO BUILD PROFITABLE RELATIONSHIPS WITH CUSTOMERS. DIRECT MARKETING COMPANIES SUCH AS L.L. BEAN, EDDIE BAUER, AND FRANKLIN MINT BUILD THEIR BRANDS IN THE DIRECT MARKETING MAILING ORDER AND PHONE ORDER BUSINESS AND THEN OPENED RETAIL STORES.

  USING HIGHLY SELECTIVE MAILING LISTS, DIRECT MARKETERS SEND OUT MILLIONS OF MAIL PIECES EACH YEAR.  SOME DIRECT MARKETERS MAIL CDs, DVDs, AND COMPUTER DISCS TO CUSTOMERS. COMPANIES MAY SEND FULL-LINE MERCHANDISE CATALOGS, SPECIALTY CONSUMER CATALOGS. MANY DIRECT MARKETERS FIND COMBINING CATALOGS AND WEBSITES AN EFFECTIVE WAY TO SELL. THEY USE ALL THE MAJOR MEDIA. NEWSPAPERS AND MAGAZINES CARRY ABUNDANT PRINT ADS OFFERING BOOKS, ARTICLES OF CLOTHING, APPLIANCES, AND OTHER GOODS AND SERVICES THAT INDIVIDUALS CAN ORDER VIA TOLL-FREE NUMBERS. DIRECT MARKETERS AND THEIR CUSTOMERS USUALLY ENJOY MUTUALLY REWARDING RELATIONSHIPS.

THE NEWEST CHANNELS FOR SELLING DIRECTLY TO CUSTOMERS ARE ELECTRONICS. THE INTERNET IS HIGHLY ACCOUNTABLE AND ITS EFFECTS CAN BE EASILY TRACED.   MARKETERS CAN ALSO PLACE ADVERTISING BASED ON KEYWORDS FROM SEARCH ENGINES, TO REACH PEOPLE. MARKETERS MUST GO WHERE THE CUSTOMERS ARE, AND INCREASINGLY THAT IS ONLINE. DIRECT MARKETING IS ATTRACTIVE TO MANY MARKETERS BECAUSE ITS POSITIVE RESULTS CAN MEASURE DIRECTLY. ANOTHER COMMON FORM OF DIRECT MARKETING IS TELEMARKETING, IN WHICH MARKETERS CONTACT CUSTOMERS BY PHONE. THE PRIMARY BENEFIT TO BUSINESSES IS INCREASED LEAD GENERATION, WHICH HELPS BUSINESSES INCREASE SALES VOLUME AND CUSTOMER BASE. THE MOST SUCCESSFUL TELEMARKETING SERVICE PROVIDERS FOCUS ON GENERATING MORE "QUALIFIED" LEADS THAT HAVE A HIGHER PROBABILITY OF GETTING CONVERTED INTO ACTUAL SALES.

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