THE BENEFITS OF DIRECT MARKETING
Direct marketing benefits customers in many ways. Home shopping is fun, convenient, and hassle-free. It saves time and introduces consumers to a larger selection of merchandise. They can do comparative shopping by browsing through mail catalogs and on-line shopping services.
They can order goods for themselves or others. Business customer also benefits by learning about available products and services without trying up time in meeting sales people.
Sellers also benefit. Direct marketers can buy a mailing list containing the names of almost any group: left-handed people, overweight people, and millionaires.
They can personalize and customize their messages. According to Pierre Passavant: “We will store hundreds…of messages in memory.
We will select ten thousand families with twelve or twenty or fifty specific characteristics and send them very individualized laser-printed letters.” Direct marketers can build a continuous relationship with each customer.
The parents of the newborn baby will receive periodic mailings describing new clothes, toys, and other goods as the child grows.
Nestlé’s baby food division continuously builds a database of new mothers and mails six personalized packages of gifts and advice at key stages in the baby’s life.
Direct marketing can be timed to reach prospects at the right moment, and direct marketing material receives higher readership because it is sent to more interested prospects.
Direct marketing permits the testing of alternative media and messages in search of the most cost-effective approach.
Direct marketing also makes the direct marketers offer strategy less visible to competitors, finally, direct marketers can measure responses to their campaigns to decide which have been the most profitable.
Direct marketing benefits customers in many ways. Home shopping is fun, convenient, and hassle-free. It saves time and introduces consumers to a larger selection of merchandise. They can do comparative shopping by browsing through mail catalogs and on-line shopping services.
They can order goods for themselves or others. Business customer also benefits by learning about available products and services without trying up time in meeting sales people.
Sellers also benefit. Direct marketers can buy a mailing list containing the names of almost any group: left-handed people, overweight people, and millionaires.
They can personalize and customize their messages. According to Pierre Passavant: “We will store hundreds…of messages in memory.
We will select ten thousand families with twelve or twenty or fifty specific characteristics and send them very individualized laser-printed letters.” Direct marketers can build a continuous relationship with each customer.
The parents of the newborn baby will receive periodic mailings describing new clothes, toys, and other goods as the child grows.
Nestlé’s baby food division continuously builds a database of new mothers and mails six personalized packages of gifts and advice at key stages in the baby’s life.
Direct marketing can be timed to reach prospects at the right moment, and direct marketing material receives higher readership because it is sent to more interested prospects.
Direct marketing permits the testing of alternative media and messages in search of the most cost-effective approach.
Direct marketing also makes the direct marketers offer strategy less visible to competitors, finally, direct marketers can measure responses to their campaigns to decide which have been the most profitable.