ROLE OF DIRECT

MARKETING
Fall 2014

 Strategic
Marketin
g

The business of selling

products or services
directly to the public:
E.G.
By mail order or
Telephone selling
Rather than through retailers

Other
Frameworks

Nourhan Darwesh
Senior Account
Executive

Direct marketing is a type of

marketing that most
companies prefer because
they can measure the
response of their customers
through the response rate.

Companies also
can insure that
their message is
sent the way
they want
because there
are no
intermediaries.

Contacting and
influencing carefully
chosen prospects with
means such as
telemarketing and
direct mail advertising.

Amarjeet Singh: Marketing

Executive

there is a direct
interaction of the
customers with the seller
without any
intermediaries. Here, the
role of the intermediaries
is nil.

Eriny Zaky

This kind of marketing is

more time saving as the
problem of distance
which may otherwise
exist between the buyer
and seller is eliminated
and is also cost effective
as it minimizes
commuting costs.

The medium used is

more direct using
telephone, mail,
internet where the
seller can directly
reach out to the
consumer.

TOOLS
1.
2.
3.
4.
5.

Email: Solicited and

Unsolicited
Broadcast Faxing
Online Tools
Mobile; Voicemail and
Telemarketing
Couponing

6.
7.

Direct Mail/ Catalog

Insert Media/ Direct
Response print/
Newspapers
8. Out-of-home
9. Leaflets/ Brochures
10. Direct Selling/ Door-todoor selling etc.

Downloaded 10;59 am Sep 2 2014

Source:
http://www.bayt.com/en/specialties/q/23893/what-is-direct-marketing-give-som
e-examples/

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Channels themselves haven't really

changed but
How marketers are using them sure
has; and

The more things change, the

more they stay the same.

Changing channels
consumers use a lot of channels now, and
sometimes use them interchangeably during
just one transaction.

So, yes, print marketing

shrank since 2003 and
Internet marketing
exploded. But take a
closer look.

Print marketing is broken down in the "DMA 2013

statistical fact book" into several categories

Direct mail, catalog;

Direct mail, non-catalog;
Insert media; direct response,
magazine; and
Direct response, newspaper.

But so is internet marketingdisplay, "other,"

search and social.

A lot of marketers break search and

social out as their own categories.
Can argue that email and some aspects
ofmobilebelong under the "internet"
umbrella,
Call the whole thing "digital marketing"
and insist it's nothing like direct
marketing.

Point here is, direct marketing still uses basic

channels

It's just the

investment in them
and
The options available
within them that's
changing.

Pitfalls/Issues/Problems

adings for Next Class (10 pages)

http://www.targetmarketingmag.com/article/directmarketings-growth-during-past-10-years-part-one/2
http://www.targetmarketingmag.com/article/fragmen
tation-mass-messaging-the-past-10-years-directmarketing-part-2/2
http://www.targetmarketingmag.com/article/theexplosion-marketing-channels-dm-evolution-seriespart-three/1
http://www.targetmarketingmag.com/article/getover-yourself-let-s-talk-about-me-marketers-who-getconsumer-mind/1
http://www.targetmarketingmag.com/article/theevolution-content-marketing-the-past-10-yearsdirect-marketing-part-5/1

Check out
300 page
Target Marketing
Early 2000s
Versus
60 page
http://www.targetmark
etingmag.com/magazi
ne/targetmarketing/archive/oct
ober2012

Assignment # 1: Discover DM Tools

Due Wednesday Sep 10 2014
Each group out of maximum 10 groups; select one tool as per your
first members serial number in attendance registers. E.G.
Student # 1 = Tool 1
Student # 2 = Tool 2
.
.
Student # 10 = Tool 10

Required:
Submit paper/printout of slides BEFORE presentation.
Present
Show copy /video/image of assigned DM tool
One member of group to present (max 5 min)
Describe: what, where, why, to whom, how, by whom? Is the tool used
Support by identifying industries/ categories/ brands