Matswapati October 7, 2020 Direct Marketing
What is agreed with direct marketing? Understanding Direct Marketing is a process or marketing system in which the person or organization that conducts marketing is related to the target consumer to make sales. There are so many functions of direct marketing. Growth of the direct marketing will produce responses or transactions with target consumers. Direct Marketing Decision variable there are several decision variables that form the basic framework of this direct marketing program, namely:
In this model the company offers a toll-free channel so consumers can access information and provide responses, complaints or suggestions to the company easily and quickly.
Some important components in direct marketing that must be considered from the beginning are:
Objective, the goal of a direct marketing campaign. The media, 'vehicle' used to reach target consumers
Creative, interesting way to convey marketing messages to consumers. Database, information about the target audience that can be used to make marketing decisions. Fulfilment, the implementation of campaigns carried out, from the preparation to the delivery
Direct marketing is different from personal branding, sales promotion, and public relations. Activities in direct marketing or direct marketing is carried out without an intermediary so that it will cut promotional costs and can generate greater profits. In general, the purpose of direct marketing is to market products or services to target consumers with lower marketing costs. Direct marketing benefits several individuals involved in it, namely product owners, sellers, and consumers. Referring to the definition of direct marketing above, the following are some functions of direct marketing:
Marketing testing and alternative message offered to find the most effective and cost-effective methods
Can make offers and strategies that are difficult to emulate by competition Ease of measuring responses to promotions and understanding the types of promotions that are most effective Functions of Direct marketing can be arranged so that potential buyers can be opened at the right time Can choose and customize messages according to the needs of the target group.
For Consumer Retail Products
Shopping activities become easier and save time because it can be done at home Customers have the freedom to choose items that suit their needs and can see prices through a catalog or on the website Customers can purchase goods for themselves or for others
For Consumers of Industrial Products
Customers can offer products / services offered more carefully, so it will save time because they do not need to meet with salespeople for an explanation of the products being sold. That is the function of direct marketing.
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