PRESENTATION

ON
DIRECT MARKETING & ITS FUNCTION
SUBMITTED BY
AKANSHA KUMARI
ABHAY
SUBMITTED TO ANIKET KUMAR
ANKIT BANSAL
Mukul Pratap Singh AKSHAY
ALOK KUMAR AVINASH
WHAT IS A DIRECT MARKETING?
DIRECT MARKETING Use of
consumer-direct channels
to reach and deliver goods
and services to customers
without using market
middlemen.
A MEDIA STRATEGY USED TO CREATE
AND SUSTAIN A PERSONAL AND
INTERMEDIARY-FREE DIALOGUE WITH
CUSTOMERS, POTENTIAL CUSTOMERS
AND OTHER SIGNIFICANT
STAKEHOLDERS.

This should be a measurable

activity with a view to creating
and sustaining a mutually
rewarding relationship.
Other tools of promotion
tend to address mass
audiences not individuals
THE ROLE OF DIRECT MARKETING

Initially direct mail was the main

tool but now a range of other
media
Generates a series of
communications and responses
Measurable activity
Builds trust and commitment
Develops relationships
Precise target marketing
possible
Minimise waste and
increased profits
DIRECT MARKETING CHANNELS

Catalogs
Direct mail
Telemarketing
Web sites
Marketing
Mobile devices
Interactive TV
FUNCTION OF DIRECT MARKETING

1) Communicating Quality : 
Direct marketing helps the marketers in communicating the
benefits and attributes of the product or services in detail to the
customer. Unlike advertising media (like print or broadcast
media), direct marketing provides more support and tools to the
marketers to promote their products. Hence, with direct
marketing, a company is likely to efficiently communicate the
reason why a product or a brand is better than the other, thus
improving the quality image. The meanings of "value and quality'
are different for different customers. Therefore, targeted direct
marketing communication is far better than mass media options
which are less targeted. A direct marketer's job is to stress on
those characteristics and advantages which are valued the most
by the audience, increasing the level of quality and value
communicated.
2) Achieving Credibility : 
It is easy for a marketer to make claims about
superior product quality. but it is hard to be
believed. Direct marketing communication is
better than that of mass media, as the direct
marketer is in better position to understand and
resolve customer objections and provide
guarantee for satisfaction. This kind of interaction
cannot be made with limited scope of mass media.
3) Frequency of Post-Sales Contact : 
An image for better quality products is
attained through the frequent after-sales
contact. Direct marketing helps the firms in
cutting down the cost on after sales calls to
observe and enhance consumer
satisfaction. All these post-sale activities
help the company in making it a leader in
quality and technology (for example,
through database mailing of newsletters).