Subject Name: Marketing Management

Department of Management Studies

Created By: Ms. Anu Bhardwaj

Jagannath International Management School

Vasant Kunj, New Delhi - 110070
(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)
Recognized u/s 2(f) by UGC & Accredited with ‘A’ Grade by NAAC
Participant of UNGC & UNPRME, New York
ISO 9001:2015 Quality Certified
Programme : BBA
Semester : III
Subject Code : BBA-203
Subject : Marketing Management
Topic : Direct Marketing
Lecture No. : 31
Faculty : Ms. Anu Bhardwaj
Direct Marketing

Lecture 31

Anu Bhardwaj
 Topics to be Covered
• Direct Marketing
• Features of Direct Marketing
• Forms of Direct Marketing
• Advantages of Direct Marketing
 Direct Marketing

• Direct marketing is the use of consumer direct channel to reach &

deliver goods & services to the customer without any middlemen.
• Direct marketing helps in building relationship.
• Acc to Kotler “ the primary role of direct marketing is to drive a
response and shape the behavior of target audience with regards to
brand.”
 Defining Direct Marketing
• Acc to Levinson, (1978), “Direct marketing is a subset of marketing
which can entail selling to a consumer through direct mail (a magazine or
newspaper campaign), mail order, coupon advertising, telephone
marketing, direct response TV ad, or any method of marketing that
attempts to make the sales then and there.”
• Acc to Stone and Jacob, (2008), “Direct Marketing is an interactive use
of advertising media to stimulated a behaviour modification in such a
way that this behaviour can be tracked, analysed and stored on a database
for future retrieval and use which is usually built upon to cultivate lasting
customer relationships.”
 Features of Direct Marketing
• Development of Database- for email, mobile or telemarketing
• Personalization- digital platforms and online facilities allows marketers
to personalize products, pricing and promotion to match their customer
needs.
• Strategic Customer Relationships
• Measuring Response
 Forms of Direct Marketing
• Online Marketing
• Catalogue Marketing
• Direct Mail
• Telephone Marketing (Telemarketing)
• Direct Response Marketing
• Personal Selling
Online Marketing:
With the expansion of digital technology and tools, direct marketing is increasingly
taking place through online channels. Most online advertising is delivered to a focused
group of customers and has a traceable response.
a. Display Ads are interactive ads that appear on the Web next to content on Web pages
or Web services.
b. Social Media Sites, such as – Face book and Twitter, also provide opportunities for
direct marketers to communicate directly with customers by creating content to which
customers can respond.

Catalogue Marketing:
Catalogue marketing is a form of direct marketing which uses printed catalogues or e-
catalogues to display all the products and services provided by the company. It is a
replacement to the customer visiting a retail store to check out the relevant products. It
helps the customers to buy directly from the provider.
Direct Mail Marketing:
Direct mail marketing uses mails and e-mails to promote products and services to the
target customers. The e-mail may contain information regarding offers, announcements
or reminders. This kind of marketing is popular because it provides flexibility and can be
personalized. While developing a direct mail marketing campaign, marketers need an
appropriate and clear objective, justified target customers, offer elements, and have an
optimal way of measuring campaign success.

Telemarketing:
Telemarketing is a marketing technique which includes the usage of telephones and call
centers to convey information about products and services to the customers and for
providing proper assistance, by taking orders and answering queries. It is specially used
in business-to-business marketing and consumer marketing.
• Direct Response Marketing
Direct Response Marketing is designed to generate an immediate response from consumers,
where each consumer response (and purchase) can be measured, and attributed to individual
advertisements.
• Direct Response Mail Order: Mail order in which customers respond by mailing a
completed order form to the marketer. Mail order direct response has become more successful
in recent years due to internet exposure.
• Direct Response Television: Direct marketing via television (commonly referred to as
DRTV) has two basic forms – long form (usually half-hour or hour-long segments that explain a
product in detail and are commonly referred to as infomercials) and short form, which refers to
typical 30-second or 60-second commercials that ask viewers for an immediate response
(typically to call a phone number on screen or go to a website).
• Direct Response Radio: In direct response radio, ads contain a call to action with a specific
tracking mechanism. Often, this tracking mechanism is a “call now” prompts with a toll-free
phone number or a unique Web URL. Results of the ad can be tracked in terms of calls, orders,
customers, leads, sales, revenue, and profits that result from the airing of those ads.
• Direct Response Magazines and Newspapers: Magazine and newspaper ads often include
a direct response call-to-action, such as – a toll-free number, a coupon redeemable at a brick-
and- mortar store, or a QR code that can be scanned by a mobile device – these methods are all
forms of direct marketing, because they elicit a direct and measurable action from the customer.
• Personal Selling: It remains the preferred tool in business-to-
business markets, where firms, having a limited and well-
identified number of prospects, use their sales force to locate them
and to develop them into customers.
 Advantages of Direct Marketing
i. Flexible Targeting: Direct marketing enables an enterprise directly
identify, isolate and communicate with well-defined target markets.
ii. Multiple Uses: Direct marketing is used not only to increase the sell but
also to test new markets and trial new products or customers, to reward existing
customers to build loyalty, collect information for future campaigns.
iii. Cost-Effectiveness: The cost per acquisition of direct mail can be
significantly less than other marketing methods.
iv. Ease of Management: Direct marketing provides greater control and
accountability than other marketing methods. It is easy to measure results
under direct marketing campaigns. It enables the enterprise to plan effectives
for future growth.
v. Rapid Delivery: Direct marketing is both swift and flexible in achieving
results. This is especially true for telemarketing, one of the direct marketing
tools, as the results of a conversation can be logged immediately and scripts
adjusted straight away to improve results.
vi. Testing Capability: Direct marketing allows an enterprise to test and
ensure the most viable direct marketing tool.
vii. Relationship Building: Direct marketing is far more effective at initiating
and developing a meaningful dialogue with new customers.
viii. Targeting of Messages: Direct marketing can enable an enterprise to
target different messages to different recipients.
ix. Geographic Targeting: Direct marketing can be used for any level of
geographic targeting, whether it’s the local area surrounding a shop or
restaurant, regional targeting by postcode or county, national targeting and even
international targeting. Direct marketing can prove a far cheaper way of testing
the market than a costly personal sales visit.
Thank You !!