Description
This presentation addresses both direct marketing and the issue of privacy. One of the most challenging issues for direct marketers is privacy. Privacy affects a direct marketer's ability to both find and reach its audience. This has been an ongoing concern for GGI and now is the time to address it in a formal manner.
Direct Marketing
Global Gadgets Imports
Direct Marketing
Cynthia C. Cutright
Colorado Technical University
MKT306-0904B-01
Professor Alan Fowler
December 11, 2009
Introduction
• What is direct marketing?
– Describe at least three forms of communication that direct marketers
utilize.
– What are the key benefits and challenges with each of these three
approaches?
• How do direct marketers obtain consumer information?
– What are some of the issues faced in effectively and appropriately
using this data?
• What is personalization?
– Examples of personalized marketing.
– What does a marketer hope to achieve with a personalization
strategy?
– What are the key factors of a personalized approach?
• How could GGI use direct marketing in this project and at the same
time protect the customer's privacy?
• What is direct marketing?
• Describe at least three forms of communication that direct marketers
utilize.
• What are the key benefits and challenges with each of these three
approaches?
What is direct marketing?
“Direct communications with carefully targeted individual
consumers to obtain an immediate response and cultivate
lasting or enduring customer relationships” (Dolak, 2009).
Describe at least three forms of communication
that direct marketers utilize.
• Internet marketing
• Face-to-face selling
• Direct mail
– Brochures
– Catalogs
– Flyers
• Catalogs
• Telemarketing
• Direct-response advertising
– Television
– Radio
• Kiosk marketing
• How do direct marketers obtain
consumer information?
• What are some of the issues faced in effectively and appropriately using
this data?
How do direct marketers
obtain consumer information?
• Leads
• Up-selling
• Opt-ins
• Funneling
• Hyperlinks
• What is personalization?
• Examples of personalized marketing.
• What does a marketer hope to achieve with a personalization strategy?
• What are the key factors of a personalized approach?
What is personalization?
• Personalization is delivering different and
unique content to each individual customer
based on the customer's interests
Examples of personalized marketing.
• Pricing
• Offers
• Discounts
• Customer Service
• Merchandising
• Delivery
• Packaging
What does a marketer hope to achieve
with a personalization strategy?
• Leads
• Sales
• Loyalty
References
Direct Marketing Association Announces Future of Business-to-Consumer
Communications. (2008, October 13). Retrieved December 11, 2009, from Direct
Marketing Association:http://www.the-
dma.org/cgi/disppressrelease?article=1227
Direct Marketing. (2009). Retrieved December 7, 2009, from Marketing Teacher:http://www.marketingteacher.com/Lessons/lesson_direct_marketing.htm
Examine Marketing in the Context of the Company. (2009). Retrieved December 8,
2009, from CTU Virtual Campus:https://campus.ctuonline.edu/
Prepare a Marketing Plan. (2009). Retrieved December 9, 2009, from CTU Virtual
Campus:https://campus.ctuonline.edu/
Berry, T. (2008). Direct Marketing Fundamentals. Retrieved December 8, 2009, from
Mplans:http://articles.mplans.com/direct-marketing-fundamentals/
References
Dolak, D. (2009). Direct Marketing. Retrieved December 8, 2009, from Dave Dolak:http://www.davedolak.com/directm.htm
Fiedler, K. (2007, March 21). Are you empowered to deliver truly personalized
marketing? Retrieved December 11, 2009, from DMNews:http://www.dmnews.com/are-you-empowered-to-deliver-truly-personalized-
marketing/article/94928/
Givens, B. (2001, March 13). The Information Marketplace: Merging and Exchanging
Consumer Data. Retrieved December 11, 2009, from Privacy Rights
Clearinhouse:http://www.privacyrights.org/ar/ftc-info_mktpl.htm
References
Linden, G. (2004, June 5). What is personalization? Retrieved December 11, 2009,
from Geeking with Greg:http://glinden.blogspot.com/2004/06/what-is-
personalization.html
Stoler, M. (n.d.). Obtaining Direct Marketing Leads the Easy Way. Retrieved
December 10, 2009, from Bloggers Online:http://www.blogersonline.com/obtaining-direct-marketing-leads-the-easy-
way/
doc_702972096.pptx
This presentation addresses both direct marketing and the issue of privacy. One of the most challenging issues for direct marketers is privacy. Privacy affects a direct marketer's ability to both find and reach its audience. This has been an ongoing concern for GGI and now is the time to address it in a formal manner.
Direct Marketing
Global Gadgets Imports
Direct Marketing
Cynthia C. Cutright
Colorado Technical University
MKT306-0904B-01
Professor Alan Fowler
December 11, 2009
Introduction
• What is direct marketing?
– Describe at least three forms of communication that direct marketers
utilize.
– What are the key benefits and challenges with each of these three
approaches?
• How do direct marketers obtain consumer information?
– What are some of the issues faced in effectively and appropriately
using this data?
• What is personalization?
– Examples of personalized marketing.
– What does a marketer hope to achieve with a personalization
strategy?
– What are the key factors of a personalized approach?
• How could GGI use direct marketing in this project and at the same
time protect the customer's privacy?
• What is direct marketing?
• Describe at least three forms of communication that direct marketers
utilize.
• What are the key benefits and challenges with each of these three
approaches?
What is direct marketing?
“Direct communications with carefully targeted individual
consumers to obtain an immediate response and cultivate
lasting or enduring customer relationships” (Dolak, 2009).
Describe at least three forms of communication
that direct marketers utilize.
• Internet marketing
• Face-to-face selling
• Direct mail
– Brochures
– Catalogs
– Flyers
• Catalogs
• Telemarketing
• Direct-response advertising
– Television
– Radio
• Kiosk marketing
• How do direct marketers obtain
consumer information?
• What are some of the issues faced in effectively and appropriately using
this data?
How do direct marketers
obtain consumer information?
• Leads
• Up-selling
• Opt-ins
• Funneling
• Hyperlinks
• What is personalization?
• Examples of personalized marketing.
• What does a marketer hope to achieve with a personalization strategy?
• What are the key factors of a personalized approach?
What is personalization?
• Personalization is delivering different and
unique content to each individual customer
based on the customer's interests
Examples of personalized marketing.
• Pricing
• Offers
• Discounts
• Customer Service
• Merchandising
• Delivery
• Packaging
What does a marketer hope to achieve
with a personalization strategy?
• Leads
• Sales
• Loyalty
References
Direct Marketing Association Announces Future of Business-to-Consumer
Communications. (2008, October 13). Retrieved December 11, 2009, from Direct
Marketing Association:http://www.the-
dma.org/cgi/disppressrelease?article=1227
Direct Marketing. (2009). Retrieved December 7, 2009, from Marketing Teacher:http://www.marketingteacher.com/Lessons/lesson_direct_marketing.htm
Examine Marketing in the Context of the Company. (2009). Retrieved December 8,
2009, from CTU Virtual Campus:https://campus.ctuonline.edu/
Prepare a Marketing Plan. (2009). Retrieved December 9, 2009, from CTU Virtual
Campus:https://campus.ctuonline.edu/
Berry, T. (2008). Direct Marketing Fundamentals. Retrieved December 8, 2009, from
Mplans:http://articles.mplans.com/direct-marketing-fundamentals/
References
Dolak, D. (2009). Direct Marketing. Retrieved December 8, 2009, from Dave Dolak:http://www.davedolak.com/directm.htm
Fiedler, K. (2007, March 21). Are you empowered to deliver truly personalized
marketing? Retrieved December 11, 2009, from DMNews:http://www.dmnews.com/are-you-empowered-to-deliver-truly-personalized-
marketing/article/94928/
Givens, B. (2001, March 13). The Information Marketplace: Merging and Exchanging
Consumer Data. Retrieved December 11, 2009, from Privacy Rights
Clearinhouse:http://www.privacyrights.org/ar/ftc-info_mktpl.htm
References
Linden, G. (2004, June 5). What is personalization? Retrieved December 11, 2009,
from Geeking with Greg:http://glinden.blogspot.com/2004/06/what-is-
personalization.html
Stoler, M. (n.d.). Obtaining Direct Marketing Leads the Easy Way. Retrieved
December 10, 2009, from Bloggers Online:http://www.blogersonline.com/obtaining-direct-marketing-leads-the-easy-
way/
doc_702972096.pptx