Direct Marketing in Todays Communicational Mix Free Essay Example, 2250 words

Direct marketing is defined as any direct communications to a consumer or business recipient that is designed to generate a response in the form of direct order placement, or request for more information - lead generation or visit to stores or another place of business to purchase the product traffic generation . Direct marketing can be in the form of direct response advertising, face-to-face direct sales, telemarketing, kiosk marketing, direct mailshots, online and email campaigns (Shultz Barnes 2001). Direct marketing has the distinct characteristics of being nonpublic, immediate and customized and being interactive (Armstrong Kotler 2001). Contrasting with mass marketing, direct marketing involves individual customers of whom the profiles are available to marketers and targeted with customized products, and market offers and individualized messages, distribution and incentives. Contrasting with mass marketing efforts of attracting customers, the direct marketing effort is foc used on retaining customers and deriving maximum lifetime value out of a customer base with whom the firm aims to establish a high level of customer intimacy (O Malley et. al. 1997). Highly developed customer profiling within Customer Relationship Management systems (CRM) such as Hilton Honours of Hilton Hotels manages and make use of over 4 million customer profiles and 14 million customer data records in developing their focused promotions combined with direct marketing efforts (Big Look at a Big Company 2005). We will write a custom essay sample on Direct Marketing in Todays Communicational Mix or any topic specifically for you Only $17.96 $11.86/pageorder now The intended benefits and effects of direct marketing include the convenience, immediacy, privacy and customized nature of the shopping experience. Direct marketing through online mode brings in added benefits of facilitating a wide array of information and comparative search options so that buying decisions are well informed. The interactive nature of this promotional tool also allows for a high level of interaction where consumers can have pre and post transaction contacts with the supplier, reducing possible cases of consumer dissonance, which may have negative effects on brand perceptions.