Direct Marketing

Examples of Direct Marketing in the following topics:

• Direct Marketing

  • Direct marketing goes direct to customers via telephone, mail, fax, TV, radio, online, magazines, newspapers or face-to-face.
  • Direct marketing campaigns focus on the consumer, statistical data generated via outreach and the accountability of the marketer.
  • In 2010, direct marketing accounted for 8.3% of the total U.S. gross domestic product.
  • Direct marketing targets individual members of defined consumer groups.
  • Direct marketing has cleared the way for a number of competitors to enter markets on a global level and has increased product offerings to fill niche markets.

• Mass marketing, direct marketing, and Internet marketing

  • Mass marketing is distinguished from direct marketing in terms of the distance between the manufacturer and the ultimate user of the product.
  • A mass marketer, such as Nike, has very little direct contact with its customers and must distribute its product through various retail outlets alongside its competitors.
  • Also, modern mechanisms for collecting and processing accurate mailing lists have greatly increased the effectiveness of direct marketing.
  • Penney), telecommunications companies (Sprint), and direct mail companies (Publishers Clearing House) are example of direct marketers.
  • Although (officially), Internet marketing is a type of direct marketing, it has evolved so quickly and demanded the attention of so many companies that a separate section here is warranted.

• A Brief Definition

  • Promotion – how the producer communicates the value of its products – is one of the market mix elements.
  • Promotion – how the producer communicates the value of its products – is one of the market mix elements.
  • These elements are personal selling, advertising, sales promotion, direct marketing, and publicity.

• Digital Marketing

  • This enables a marketer to benefit from both types of digital marketing.
  • The modernization and mobility of the consumer has forced marketers to innovate, spawning the direct digital marketing concept.
  • Direct digital marketing is an addressable digital marketing method.
  • Traditional direct marketing is achieved using a customer's postal address.
  • With direct digital marketing addressability comes in one of three forms: an email address, a Web browser cookie, and a mobile phone number.

• Direct Selling

  • Direct selling is the marketing and selling of products directly to consumers, away from a fixed retail location.
  • Direct selling is the marketing and selling of products directly to consumers, away from a fixed retail location.
  • Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients.
  • Direct marketing is about business organizations seeking a relationship with their customers without going through an agent, consultant, or retail outlet.
  • Direct selling frequently uses multi-level marketing rather than single-level marketing.

• B2B vs. Consumer Marketing: Similarities and Differences

  • A business marketing, or business-to-business (B2B) marketing, sale is made to a business or firm.
  • However, business marketing generally entails shorter and more direct channels of distribution to target audiences.
  • Most business marketers commit only a small part of their promotional budgets to general advertising, usually through direct marketing efforts and trade publications.
  • Marketing to a business and marketing to an individual are similar in terms of the fundamental principles of marketing.
  • Both B2C and B2B marketing objectives reflect the fundamental principles of the marketing mix, and in both situations, the marketer must always:

• Trends in Markets

  • A market trend is a putative tendency of a financial market to move in a particular direction over time.
  • A market trend is a putative tendency of a financial market to move in a particular direction over time.
  • The terms bull market and bear market describe upward and downward market trends, respectively, and can be used to describe either the market as a whole or specific sectors and securities .
  • A secular bear market consists of smaller bull markets and larger bear markets, while a secular bull market consists of larger bull markets and smaller bear markets.
  • A market top (or market high) is usually not a dramatic event.

• Marketing Performance Metrics

  • Marketing metrics are numeric data that allow marketers to evaluate their performance against organizational goals.
  • Marketing metrics provide frameworks that public relations specialists, brand managers and marketing directors can use to evaluate marketing performance, as well as back their marketing plans and strategies.
  • The numeric data allow marketers to not only justify their efforts, but also highlight the direct relationship between marketing and larger organizational goals.
  • ROMI, a relatively new metric, is marketing contribution attributable to marketing (net of marketing spending), divided by the marketing "invested" or risked.
  • [Incremental Revenue Attributable to Marketing * Contribution Margin (%) - Marketing Spending] / Marketing Spending ($)

• Calculating Market Share

  • Unit market share (%) = 100 * Unit sales(#) / Total Market Unit Sales(#)
  • Unit sales (#) = Unit market share (%) * Total Market Unit Sales (#) / 100
  • Total Market Unit Sales (#) = 100 * Unit sales (#) / Unit market share (%)
  • The most direct is market share, discussed above.
  • However, market share is not a perfect proxy of market dominance.

• Methods for Evaluating Marketing Performance

  • KPIs, ROMI, and Accountable Marketing are all metrics that are used to track marketing performance.
  • Marketing Performance Measurement, Marketing Performance Management, Marketing Return on Investment (ROI), Return on Marketing Investment (ROMI), and Accountable Marketing are all metrics that companies use to connect marketing performance to the financial performance of the organization.
  • Since marketing campaigns are typically integrated across all channels (e.g., print, email, and social media), these channels are measured together to understand the overall effect on target markets.
  • Using different measurements to evaluate different communications activities, competitors, and markets does not allow direct comparison and results in lost synergies.
  • Companies using formalized methodologies continually gather and monitor marketing data to understand where the marketing plan is strong and where it needs improvement.