MANAGING PERSONAL

COMMUNICATION
COMPANIES MUST ASK NOT
ONLY “HOW SHOULD WE
REACH OUR CUSTOMERS?”
BUT ALSO “HOW SHOULD
OUR CUSTOMERS REACH
US?” AND “HOW CAN OUR
CUSTOMERS REACH EACH
OTHER?”
• The use of consumer-
direct (CD) channels to
reach and deliver goods DIRECT
and services to customers
without using marketing MARKETING
middlemen.
CHANNELS TO REACH INDIVIDUAL PROSPECTS
AND CUSTOMERS
• Direct mail
• Catalog marketing
• Web sites
• Mobile devices
SAMSUNG A70
THE BENEFITS OF
DIRECT
MARKETING
• MARKET DEMASSIFICATION
• Niche market
• Consumer time
• Avoid traffic
• Toll free
• Website 24/7
• Growth of courier industry
PUBLIC AND ETHICAL ISSUES IN DIRECT MARKETING

Irritation Unfairness
Deception and fraud

Invasion of privacy
INTERACTIVE
MARKETING
CHANNELS FOR COMMUNICATING AND
SELLING DIRECTLY TO CUSTOMERS
 ADVANTAGES AND DISADVANTAGES OF INTERACTIVE MARKETING
• companies can send tailored
messages that engage
consumers by reflecting their
special interests and behavior
• Marketers can build or tap
into online communities
• Marketers can also place
advertising based on
keywords from search
engines, to reach people
when they’ve actually started
the buying process.
ADVANTAGES AND DISADVANTAGES OF INTERACTIVE MARKETING

• Consumers can
effectively screen out
most messages
INTERACTIVE MARKETING COMMUNICATION
OPTIONS
• Website
• Search ads
• Display ads
WORD-OF-MOUTH
MARKETING
INCREASINGLY, WORD OF MOUTH
IS BEING DRIVEN BY SOCIAL MEDIA
IN THE FORM OF ONLINE
COMMUNITIES AND FORUMS, BLOGS,
AND SOCIAL NETWORKS
SUCH AS FACEBOOK, INSTAGRAM,
TWITTER, AND YOUTUBE.