2. Types Of Direct Marketing
• Direct mail can be used for all types of communication
(inform, differentiate, persuade, remind).
• Catalogs are the most popular form of direct marketing. They
are used to sell to both individual and business consumers.
• Telemarketing (usually used to inform or sell
products/services)
• Vending machines are used for low priced, convenience
goods like sodas, stamps
• Direct-action advertising is used to obtain an immediate
response from consumers (Call 1-800)
3. Objectives Of Direct Marketing
• Build customer relationships
• develop and maintain continuous buyer-seller
relationships
• Elicit a direct response or transaction
• direct order - response in the form of an order
• lead generation - request for further information
• traffic generation - visit to a store or business for the
purchase of specific good or service
4. Benefits
• Customers
• Convenience
• Control
• Fun
• Marketers
• Personalization
• Relationship building
• Less competitive scrutiny
• Measurable
