The marketing mix in direct marketing mode, by and large, remains the same except for the communication programme and customer service, which have acquired new meaning.
For example, if the marketer guarantees delivery of the product within a defined time frame, also promises to take it back in case it fails to live upto customer expectations and return his/her money, then the customer service executive cannot refuse a claim.
This is opposed to general marketing where the marketing can put several disclaimers and may refuse the customer. In direct marketing, refusal to accept customer claim without any question may cost the marketer significant losses as he not only loses that customer but subsequent prospects as well.
In general marketing, the loss can be contained through other elements of the marketing mix. In addition to marketing mix decisions, the direct marketer has to pay special attention to the following factors in decision making:
1) Communication Programme:
This involves both creative and media decisions. The creative decisions center around the copy platform, graphic design elements, mailers, stickers and so forth.
The media used by direct marketers are mailers, telephone, television and the internet. Direct response print and television advertising are particularly effective in generating response to the offer, especially if it is complex to understand.
Also, the direct marketer today uses various outdoor, retail panels( Just Talk and BPL MOTS brands of prepaid Sim cards in Mumbai) and even stickers to retain the brand at the top of customer’s mind. These also serve the purpose of a reminder.
2) Customer Service:
Customer service is a key input in direct marketing. In a direct marketing, physical contact with the customer is low, and it is the quality of service that facilitates customer decision making.
Service, therefore, is an investment and cannot be ignored. The customer service mix today involves speed and accuracy of order fulfillment, immediate customer complaint resolution, etc.
3) Timing and Sequencing:
This factor involves determination of whether the product or service is offered once, as a part of the campaign or continuously. This will obviously involve campaign decisions like whether to have bursts, pulsing or a continuous campaign.
For example, if the marketer guarantees delivery of the product within a defined time frame, also promises to take it back in case it fails to live upto customer expectations and return his/her money, then the customer service executive cannot refuse a claim.
This is opposed to general marketing where the marketing can put several disclaimers and may refuse the customer. In direct marketing, refusal to accept customer claim without any question may cost the marketer significant losses as he not only loses that customer but subsequent prospects as well.
In general marketing, the loss can be contained through other elements of the marketing mix. In addition to marketing mix decisions, the direct marketer has to pay special attention to the following factors in decision making:
1) Communication Programme:
This involves both creative and media decisions. The creative decisions center around the copy platform, graphic design elements, mailers, stickers and so forth.
The media used by direct marketers are mailers, telephone, television and the internet. Direct response print and television advertising are particularly effective in generating response to the offer, especially if it is complex to understand.
Also, the direct marketer today uses various outdoor, retail panels( Just Talk and BPL MOTS brands of prepaid Sim cards in Mumbai) and even stickers to retain the brand at the top of customer’s mind. These also serve the purpose of a reminder.
2) Customer Service:
Customer service is a key input in direct marketing. In a direct marketing, physical contact with the customer is low, and it is the quality of service that facilitates customer decision making.
Service, therefore, is an investment and cannot be ignored. The customer service mix today involves speed and accuracy of order fulfillment, immediate customer complaint resolution, etc.
3) Timing and Sequencing:
This factor involves determination of whether the product or service is offered once, as a part of the campaign or continuously. This will obviously involve campaign decisions like whether to have bursts, pulsing or a continuous campaign.