A) The definition of the Direct Marketing Association
Interactive system: individual relationship between the seller and the customer / prospect. For there to be interaction must be two-way exchange between the sender and the receiver of the message. The customer as the company may initiate the contact. Experts have found that the combination of media is often effective to obtain a measurable response.
To inform, to act, react and promote a positive attitude on the part of the client or prospect towards the organization.
Direct marketing helps maintain long-term personal and based on the information stored in a database business relationship.
II - direct marketing, sales promotion and advertising
Traditional advertising: Set techniques to develop a brand image and push the consumer to the product by changing its attitude in order to lead to purchase behavior.
Sales promotion: All techniques to push the product to the consumer by increasing occasionally the interest of an identified public.
Direct Marketing is seeking an immediate response from the prospect or customer and increases retention.
III - Emergence of direct marketing
A) Brief History
This section is used to describe and understand what are the origins of direct marketing and what tools or methods were the precursors to this technique. Several striking examples have emerged in the 18th and 20th century, to illustrate this history.
B) Direct Marketing and VPC
All the benefits of a policy of direct marketing in a company resulting from a control techniques widely used in VPC as Client Portfolio Management, evaluation of each action, or the obsession of service.
C) The factors for the development of direct marketing
- In the new consumer: Need consumer information, consumer responsiveness to direct marketing ...
- Decreasing the average advertising effectiveness because: The proliferation of tenders, the advertising clutter ...
- In the new marketing policy makers: Primacy of short-term goals, development strategies "niche" ...
- The development of retention strategies that allow: To keep a customer, product differentiation through service, to escape the constraints of the retail ...
- The technological advances that make possible: Exploitation of megabases of data, the development of new techniques ...
IV - The objectives of this type of marketing
The use of direct marketing will:
In terms of sales support or assistance to purchase: From the break of procesuss sale, expose the consumer to the information necessary to prepare the consumer to buy and overcome the reluctance of consumers.
At the resale assistance: To deepen knowledge "customer-product", to create an animation around the product, create a world around the brand, maintain the relationship "organization-customer."
The three main objectives in the exploration will be to identify the suspect, qualify the prospect and lead the meeting.
The suspect may be a business, an individual, a household may be affected by the company's offer.
Qualifier is awarded to a prospect code interest or deals offered by the company.
Direct Marketing will help to meet new consumer expectations, building a strong and lasting relationship with the client, to make the investment profitable customer acquisition, to occupy the ground to counter competition and sizing costly efforts conquest.
Direct Marketing will help to provide the potential buyer more options, to reconnect with the consumer, to sell without intermediaries, reducing seasonality ...
V - Benefits of Direct Marketing
Finesse: It is possible to segment very finely sighting target and send each segment personalized messages focused on the specific needs of each group of prospects.
Speed: The time of preparation, execution and recording of the results are much faster than through a media advertising.
Yield: Control efficiency easy.
Efficiency: Reduces costs.
Discretion: More difficult to identify as advertising media from competitors.