Direct Marketing

Index
• Meaning
• Examples
• Advantages
• Disadvantages

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 Meaning
• Direct marketing is a form of advertising in
which companies provide physical marketing
materials to consumers to communicate
information about a product or service.
• Direct marketing does not involve
advertisements placed on the internet, on
television or over the radio.
• Types of direct marketing materials include
catalogs, mailers and flier
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 Examples
• Toyota Corolla
https://youtu.be/884XLxqHvpo
• Mercedes-Benz The Tribal Rapport Field Guide
https://www.behance.net/gallery/27401823/Mercedes-
Benz-Tribal-Rapport-Field-Guide
• INTERMARCHE
https://youtu.be/TKKHdOsfShI
• Vangardist Magazine THE HIV+ ISSUE
https://youtu.be/c9b6lTRnRqQ
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 Benefits
• Targeted – With direct marketing you can send specific messages to
certain groups of customers and potential customers based on their
buying behavior or demographics. The more you target your marketing
then the more successful your campaign will be.
• Builds Loyalty – A direct marketing campaign can build brand loyalty by
continually sharing your brand’s message on different direct marketing
channels.
• Personal – You can personalize the message for your audience.
Personalized direct mail will help improve response rates.
• Measurable – Direct marketing campaigns can be tracked and
monitored to effectively analyse the results of the campaign.
• Affordable – Some direct marketing campaigns like postcard marketing
or email marketing can be very cost effective.
• Informative – Direct marketing campaigns deliver detailed information
on your products and services

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 Disadvantages
• Intrusive – Some people find direct marketing
annoying and intrusive. If people find your
marketing mail annoying then it can create a
negative brand association.
• Environmental Impact – Some direct marketing
techniques are associated with having an
environmental impact mainly direct mail. This can
be reduced by targeted direct mail campaigns
and using recycled materials.
• Legal Regulations – Do not Disturb Registry
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