MAJOR CHANNELS OF

DIRECT MARKETING
THE MAJOR CHANNELS FOR DIRECT
MARKETING ARE AS FOLLOWS

Direct
Mail
Marketing

Catalog M-
Marketing marketing

Channels
of direct
marketing

Tele Kiosk
Marketing marketing

E-
marketing
 DIRECT MAIL MARKETING:

It is one of the fastest growing ways for attaining the

customers. Marketers are now-a-days have shifted to
direct mail marketing because of increasing cost to
reach their customers through salesmen. The marketing
takes place by mail so as to collect the orders, and to
supply the same as well as collection of payments
through cheque or credit cards. These activities are
performed by the manufacturers. The direct mail
therefore, also includes advertising circular, catalogs,
free trial CDs, free gifts by the way of samples and
compliments etc.
 CATALOG MARKETING

It is another form of direct marketing through print or electronic

catalogs which are mailed to selected groups of customers.
Small businesses also take help of catalogs which are based on
specialty. Large business houses send it to business prospects
too. Doing business through catalogues is costly because of
increasing cost of paper and printing. Therefore, today, many of
the marketers have added web-based catalogues. Despite of the
above fact, printed catalogues remains the primary and intrusive
in nature which creates attention whereas web catalogues are
passive in nature.
 TELE MARKETING

Tele marketing is the important form of direct marketing. Here,

marketers approach customers by phone and call centers. They
use it to attract new customers, to sell to existing customers and
to provide services by procuring orders and satisfying queries.
This channels, now-a-days are used by the company
organizations in order to increase revenue, reduce selling costs
and satisfy customers. Call centers are used for inbounds and out
bounds telemarketing. Former refers to receiving calls from
customers whereas later refers to initiating calls to new as well
as existing customers.
 Tele sales

Tele
coverage

Tele
prospecting
Customer
service and
technical
support
1.Tele Sales: It is useful in collecting orders by showing
catalogues and initiating customers. It also helps in selling
company's other products, introducing new products,
approaching new customers and also energizes old customers.
2. Tele Coverage: It covers customers to maintain and develop
relationships and also pays attention to neglected customers.
3. Tele Prospecting: There is possibility of occurring and
qualifying new channels for closure by another one.
4. Customer Service and Technical Support: The services are
provided by service providers by answering and satisfying the
technical queries.
 EXAMPLES

Marico started its die–a–direction help line in two cities in

India to offer advice on common aliments like diabetes, hyper
tension etc.

Cosmetic company L'Oreal India has toll free numbers on

which its offers expert advice about looking good.

SK Tyres operates dial-a-tyre service.

Asian paints offers its home solution.

 M-MARKETING:

‘M’ here stands for mobile and marketers approach to the

prospective customers with the help of a mobile device. They
may also approach with network such as smart phones or tablets.
Marketers may also take the help of different types of messages
which includes
SMS (Short Message Service)—Marketing communication
takes place in the form of text messages. This is also known as
texting.
MMS (Multi-media Message Service)—Here, communication
takes place with the help of images, videos and audios.
Smart phone contains several types of messages. Push
notification is one of the important messages amongst others.
Here, messages are sent to the users directly as a part of
campaign. It may relate to transactions, geographical based
marketing etc. It also contains interactive advertisements which
are inside the mobile applications. The messages may also be
delivered to the device depending upon the locations of the
users. Quick Response Bar Code is another example. It can be
accessed from smart phones. Now-a-days, this technology is
frequently being used for almost all things whether it is related
to any special offers or any product information. It is the
technology through which mobile banner advertisements are
also possible.