Direct Marketing - basic notes

The following notes are on Direct Marketing (DM):

 

Basic definition: it is a way of acquiring and retaining customers with an integrated approach: analysis of individual customer information, strategy formation, & implementation that enables customers to respond directly.

 

 

Main characteriscs:
a. Adopt ideas from both the transaction and relationship philosophy of marketing
b. Make use of a database of individual customers records
c. Make use of both mass media and personal media for marketing communication

 

 

DM can  be employed in 3 ways:
a. DM drives the business
b. DM drives part or all of the marketing strategy
c. DM is used within the communication mix

 

 

 

References

• Tapp, A. (2008) Principles of Direct and Database Marketing: A Digital Orientation, Prentice Hall
• On DMA: http://www.the-dma.org/aboutdma/whatisthedma.shtml