Direct Marketing - Meaning, Features, Advantages, Strategies and Examples (Marketing video 99)

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Direct marketing refers to the promotional method that offers information about a product, service or brand to the target customers without using an advertising middleman.

Direct marketing is a marketing strategy that focuses on a personal relationship between the company and the customer through various direct channels

Forms of Direct Marketing

- Brochure
- Catalogue
- Phone calls
- Text message
- Telemarketing
- Email
- Postal mail
- Social media
- Fliers
- Newsletters
- Postcards
- Coupons
- Targeted online display ads

Features of Direct Marketing

1. Targeting

Targeting the right audience is very important because when you target the entire mass it is a loss of money, effort and time. It is better to use segmentation tools for keen customers

2. Database Segmentation

Segmentation helps to divide the customer base into small groups with common characteristics like income, needs, interests, demographics, gender, age and occupation. This allows creating highly personalized offers relevant to a specific segment.

3. Tracking responses

Tracking responses will help to identify the strategy which is suitable for your company. Direct channels allow users to respond to campaigns and marketers to monitor customer responses effectively.

Advantages of Direct Marketing

- Target the right audience
- Allows budget marketing
- Boost sales figures
- Improved customer loyalty
- Boost new businesses
- Assess product performance

Issues in Direct marketing

- Audiences find the insistent marketing solicitations irritating.

- Marketers often take unfair advantage of impulsive buyers.

It- Easy to misguide customers and this can result in deception & fraud.

- Information is stored in the company database and if misused it will lead to invasion of privacy

Example –

1. Free Kit Kat Chunky, Nestle
2. Jeep – Test Kit
3. Skoda Yeti: Park Assist System
4. Canva
5. World Water Day
6. UBER
7. IKEA catalogue

This video is on Direct Marketing and it has the following sub-topics.

Time Stamps

0:00 Introduction to Direct Marketing
01:03 Forms of Direct Marketing
01:16 Features of Direct Marketing
01:19 Targeting
01:41 Database segmentation
02:00 Tracking responses
02:25 Advantages of Direct Marketing
02:45 Issues in Direct marketing
02:49 Irritation
02:58 Unfairness
03:09 Deception & Fraud
03:20 Invasion of Privacy
03:38 Example - Free Kit Kat Chunky, Nestle
04:03 Example - Jeep – Test Kit
04:29 Example - Skoda Yeti: Park Assist System
04:48 Example – Canva
05:16 Example - World Water Day
05:51 Example – UBER
06:18 Example – IKEA Catalogue