2. PRESENTED BY:
Javeria
11-arid-3303
MIT-2
University Institute of Information Technology ,
Rawalpindi(UIIT,UAAR)
Pakistan

3. Direct Marketing
Connecting directly with carefully
targeted individual consumers to both
obtain an immediate response and
cultivate lasting customer relationship.

4. BENEFITS OF DIRECT MARKETING
BENEFITS TO BUYERS
a. Convenient/easy
b. Interactive
c. immediate
d. Private
e. Saves times
f. Ready access to a wealth of products
g. Comparison shopping

5. BENEFITS TO SELLERS
a. Access to buyers
b. Flexibility (ongoing adjustment in prices/offers)
c. Low cost
d. Efficiency
e. Personalized communication with buyers
f. Ongoing relationships with customers
g. Measureable response
h. Easy display of vast collections

6. CUSTOMER DATABASES
Customer Databases are an Organized
Collection of Comprehensive Data About
Individual Customers or Prospects Including:
Geographic, Demographic, Psychographic, and
Behavioral Data.
Database system should be user-friendly and
available to various marketing groups.

7. DATABASE FOR CONSUMER MARKETING
 Demographics
(age, income, family members, birthdays)
 Psychographics
(activities, interests, opinions)
 Buying behavior
(buying preferences, frequency, monetary value)

8. DATABASE FOR B2B MARKETING
 Products/services bought by customer
 Past volumes and prices
 Key contacts
 Competing suppliers
 Status of current contracts
 Estimated customer spending for next few years

9. FORMS OF DIRECT MARKETING

10. 1. DIRECT-MAIL MARKETING
Sending an offer, announcement, reminder or other item
to a person at a particular physical or virtual address.
Direct-mail include:
 Letters
 Catalogs
 Ads
 Brochures
 Samples
 CDs
 DVDs
 Voice mail
 Text messages
 E-mail

11. Advantages of Direct Mail Marketing
 The largest direct marketing medium
 One-to-one communication
 High target market selectivity
 Personalized
 Flexible
 Traceable

12. 2. CATALOG MARKETING
 Direct marketing through print, video or
digital catalogs that are mailed to select
customers, made available in stores or
presented online.

13. Web-based catalogs
 Eliminate production, printing, mailing cost
 Unlimited amount of merchandise
 Real-time merchandising
DIFFICULTIES:
 Non-availability of mailing list
 Credible payment system
 Logistic support

14. 3. TELEPHONE MARKETING
Telephone marketing means using the
telephone calling the individuals directly and
selling products to them.
 Outbound- call to sell the product directly to
consumers and businesses
 Inbound- receive orders on toll-free numbers

15. Advantages of Telemarketing :
 Purchasing convenience
 One-to-one communication
 interactive and personal sale service.
 Achieve results that are measureable.
 fund-raising tool
Drawback:
 telemarketing has a negative image that could
damage your business' reputation - if carried out
poorly.

16. 4. DIRECT RESPONSE TELEVISION
MARKETING
Direct marketing via television include direct
response television advertising (DRTV) or
infomercials and home shopping channels.

17. 5. KIOSK MARKETING
DEFINITION:
A small, temporary, standalone booth
used in high-foot-traffic areas for
marketing purposes. A kiosk will usually
be manned by one or two individuals
who help attract attention to the booth to
get new customers.

18. 6. NEW DIGITAL DIRECT
MARKETING TECHNOLOGIES
 Mobile Phone Marketing
 Podcasts
 Vodcasts
 Interactive TV (ITV)

19. ONLINE MARKETING
Company efforts to market products and
services and build customer
relationships over the internet.
INTERNET:
A vast public web of computer networks
that connects users of all types all
around the world to each other and to an
amazingly large information repository.

20. Click-only Companies
The so called dot-coms which operate only
online without any brick and mortar market
presence.
They include a wide array of firms from e-tailers
such as Amazon.com and Expedia.com that sell
products and services directly to final buyers via
the internet search engines and portals.

21. Click-and-mortar Companies
Traditional brick and mortar companies
that have added online marketing to
their operations.

22. Online Marketing Domains
Business to Business to
consumer business
(B2C) (B2B)
Consumer Consumer
to consumer to business
(C2C) (C2B)

23. Business to consumer(B2C)
involves selling goods and services
online to final consumers.
Example:
Online ticket reservation

24. Business to business(B2B)
 involves selling goods and services,
providing information online to
businesses, and building customer
relationships.
Example:
Dell has set up customized website for
more than 113,00 business and
institutional customers worldwide.

25. Consumer to consumer (C2C)
 occurs on the Web between interested
parties over a wide range of products
and subjects.
Example:
Offering a used product on the internet
at cheap price.

26. Consumer to business (C2B)
Online exchanges in which consumer
search out sellers, learn about their
offers, and initiate purchases.
Example:
Bid for hotel rooms, rental cars etc.,
leaving the seller to decide whether to
accept their offers.