Direct Marketing- pages 8 Flashcards
Direct Marketing
When an enterprise communicates with a customer directly to try to sell them something, either by phone or written communication
Purpose of Direct Marketing
- Enables enterprise to set up an individual relationship with the customer.
- Able to tailor the message being sent to customers to meet their needs
Benefit of direct marketing
May introduce new customers to products
Limitations of direct marketing
- Uninvited phone calls may be unwelcome
- Customers may ignore written communication
Methods of direct marketing
- Magazines
- Email marketing and text messaging
- Telemarketing
- Direct mail
- Catalogues
What is direct mail in direct marketing?
This is leaflets. letters and brochures about new products, suitable for small enterprises
What is catalogues in direct marketing?
Include photos and description of products and information on how to order
What is magazines in direct marketing?
Enterprises use their own magazine including features and news of its latest products
What is email marketing and text messaging in direct marketing?
Both could include links to the enterprises website, mainly used by enterprises with a online presence
What is telemarketing in direct marketing?
Sales representatives make phone calls to inform customers of offers or new products
Advantage of magazine
Able to reach specialized audiences
Advantage of email marketing and text messaging
Low cost to send out to people
Advantage of telemarketing
Enables a business to talk to real people
Advantage of direct mail
Relatively easy to measure response and success
Advantage of catalogues
Provides buyers with wide selection
