Some emerging trends in direct marketing are telemarketing (marketing through telephone) and electronic shopping. In India, suppliers of industrial components and materials catering firms and service organization (such as hotels and transporters) have being booking orders on telephone since long.
But telemarketing in an organized for emerged only in 1990s new-concept products such as perfect ice and brands of established firms such as lakme (shie) , Cadbury (dollops) and Shaw Wallace ( single malt whisky) were the earlier practitioners of tele marketing.
With the expansion of communication network this phenomena is catching up fast. Citibank has come out with tele banking in the metros.
Television marketing is a Visual version of telemarketing. The marketers buy a time-slot on television to demonstrate and describe the product, and customers can calla toll free number and order the product. Private cable TV network are also being used for television marketing
Electronic shopping has two firms the videotext system permits a customer having interactive cable TV connection to order products displayed on TV screen by operating a small terminal.
Alternatively, he can computer network to receive information about different products and their prices, compare various offers, choose the product and key in his product. Many firms have also started hawking their ware on the worldwide computer web Internet.
Another significant development in the Indian context is the emergence of syndicated distribution network services like the Bangalore –based “fresh force” the organization has created a pool of about 15,000 educated and trained sales persons ready for hire by any direct marketing firm.
In the beginning, only a few publishing firms have shown interest, but if the experiment is successful several, consumer goods companies may follow suit.
More so because this is not only cost effective but also promises quicker cash inflow. More recently, another distribution trend to hit the Indian market is multi-layered marketing (MLM), detailed as part of distribution.
But this may not exactly fit the definition of marketing. In the changing business environment, direct marketing is an important alternative mode of approaching the customers.
It make sense for the companies to integrate direct marketing with conventional marketing, to keep track of the customers and maintain regular contract with him.
Not only will it promote a more customer-friendly and caring image of the company, it will also facilitate creation of a long-term customer relationship.
Firms such as Telco Philips, titan and nestle, who otherwise their market through conventional channels have already developed large database on their customers and maintain regular contract with them through direct communication.
With more and more firms realizing the value of retaining a customer, an integrated approach towards marketing will gain more currency.
But telemarketing in an organized for emerged only in 1990s new-concept products such as perfect ice and brands of established firms such as lakme (shie) , Cadbury (dollops) and Shaw Wallace ( single malt whisky) were the earlier practitioners of tele marketing.
With the expansion of communication network this phenomena is catching up fast. Citibank has come out with tele banking in the metros.
Television marketing is a Visual version of telemarketing. The marketers buy a time-slot on television to demonstrate and describe the product, and customers can calla toll free number and order the product. Private cable TV network are also being used for television marketing
Electronic shopping has two firms the videotext system permits a customer having interactive cable TV connection to order products displayed on TV screen by operating a small terminal.
Alternatively, he can computer network to receive information about different products and their prices, compare various offers, choose the product and key in his product. Many firms have also started hawking their ware on the worldwide computer web Internet.
Another significant development in the Indian context is the emergence of syndicated distribution network services like the Bangalore –based “fresh force” the organization has created a pool of about 15,000 educated and trained sales persons ready for hire by any direct marketing firm.
In the beginning, only a few publishing firms have shown interest, but if the experiment is successful several, consumer goods companies may follow suit.
More so because this is not only cost effective but also promises quicker cash inflow. More recently, another distribution trend to hit the Indian market is multi-layered marketing (MLM), detailed as part of distribution.
But this may not exactly fit the definition of marketing. In the changing business environment, direct marketing is an important alternative mode of approaching the customers.
It make sense for the companies to integrate direct marketing with conventional marketing, to keep track of the customers and maintain regular contract with him.
Not only will it promote a more customer-friendly and caring image of the company, it will also facilitate creation of a long-term customer relationship.
Firms such as Telco Philips, titan and nestle, who otherwise their market through conventional channels have already developed large database on their customers and maintain regular contract with them through direct communication.
With more and more firms realizing the value of retaining a customer, an integrated approach towards marketing will gain more currency.