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Direct Marketing

Decent Essays

Direct Marketing consists of connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis. Using detailed databases, companies tailor their marketing offers and communications to the needs of narrowly defined segments or individual buyers. Beyond brand and relationship building, direct marketers usually seek a direct, immediate and measurable consumer response.
The New Direct Marketing Model
Early direct marketers-- catalog companies, direct mailers, and telemarketers-- gathered customer names and sold goods mainly by mail and telephone. Today, however, spurred by rapid advances in database technologies and new marketing media-- especially the Internet-- direct marketing has undergone a dramatic …show more content…

In B-to-B marketing, the customer profile might contain the products and services the customer has bought, past volumes and prices, key contacts, competing suppliers, the status of current contracts, estimated future spending, and competitive strengths and weaknesses in selling and servicing the account. Companies use their databases in many ways. They use databases to locate good potential customers and generate sales leads. They mine their databases to learn about customers in detail and then fine-tune their market offerings and communications to the special preferences and behaviors of target segment s or individuals. In all, a company 's database can be an important tool for building stronger long-term customer relationships. Like many other marketing tools, database marketing requires a special investment. Companies must invest in computer hardware, database software, analytical programs, communication links, and skilled personnel. The database system must be user-friendly and available to various marketing groups, including those in product and brand management, new-product development, advertising and promotion, direct mail, telemarketing, Web marketing, field sales, order fulfillment, and customer service. However, a well-managed

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