Instituto Politécnico Nacional

Escuela Súperior de Comercio y Administración

Unidad Santo Tomas

Direct Marketing

Teacher : Aparicio Tavarez Mario Alberto

Name: Torres Ramírez Yamile Linette

Group: 4RV5
Direct Marketing

• Direct marketing is an interactive system that uses one or

more advertising mediums in order to achieve a
measurable response and/or a transaction anywhere.
Direct marketers use direct response advertising media to
win the sale and obtain customer information whose
name and characteristics are stored in a database that is
used to continue the established relationship.
The main Direct Marketing Tools
used are:

Catalogs. These are attractive

brochures showing a wide range of
products, providing ordering
newsletters, a 24-hour toll-free
telephone. Of the day, payment by
credit card and fast shipping of the
goods purchased.
Mail (Simple or fold-out letters).
Those who participate in direct mail
hope to sell a product/service,
collect ideas of interest to the sales
force, communicate interesting
news or reward loyal customers
with a gift.as
Radio. Magazines and
Newspapers. People hear or read
about an offer and call a toll-free
number to place their order.ersonas
Telemarketing. It refers to the sale
by phone. The seller calls the
customer in order to generate a
sales response.
Television. It is used to sell
products directly to consumers
through teleshopping and mainly as
an advertising medium.
Internet.
Electronic commerce allows
companies to be more
efficient and flexible in their
internal operations, to work
more closely with their
suppliers, and to respond
more quickly to the needs
and expectations of their
clients, all of this may be
regional or global.
 Main Decisions in Direct Marketing that are
taken are:

Objectives. Not all direct marketing campaigns pursue an immediate

sale. One of the main applications is to sensitize potential customers to
the situation of the sales force. It also provides communication to
strengthen the brand image and preference for the company.

Target customer. Direct sellers need to profile the characteristics of

their general and most likely customers. Segmentation criteria can be
used when establishing target customers. Once defined, the seller needs
to obtain names from a previously made database.
Qualities of direct marketing.
It is customizable: Direct marketing
promotes direct and immediate contact
with a selected target, while allowing the
processing of information about the
target audience with the use of
databases.
The products in sight: Direct marketing
puts before the customer’s eyes the
whole range of possibilities of acquiring
products through brochures, emails,
home deliveries, etc.
Loyalty: When an interactive
communication is developed between
the brand and its client, the knowledge
between both channels is deeper, which
achieves loyalty.
Multi-format: Direct marketing can be
developed through emails by telephone,
by traditional mail and also with direct
contact from a point of sale, which
means that there are many formats and
modalities to express your messages.
 Mass Marketing

Also known as mass marketing, it is a

strategy for products that can be used
by all types of audiences, adults,
children, women, men.
It is focused on showing itself in mass
media and without any type of
segmentation.
It makes use of media such as
television, radio, social networks, this
in order to reach as many people as
possible and that the product has a
great exposure.
What is database marketing?

Database marketing is a form of

direct marketing that relies on
collecting data from consumers
and then using this information to
deliver personalized experiences.
Although traditional database
marketing was based on physical
mailings (brochures, catalogues,
coupons, samples…), it can now
also be completed by sending
online promotions and information.
Companies use their databases in four ways:

1.- To identify prospects (potential consumer). Many companies generate sales leads by
advertising their product or offer.

2.- To decide which customers should receive a given offer. Companies establish criteria
that describe the ideal target customer for an offer; then they search databases for
people who most closely resemble their ideal type.

3.- To deepen customer loyalty. Companies can generate interest and excitement by
remembering customer preferences and sending gifts, coupons, and special information.

4.- To reactivate customer purchases. Businesses can use automated mailing programs
that send customers birthday or anniversary cards, holiday shopping reminders, off-
season promotions, and other timely offers.
Types of databases: you must make a decision and
decide in what format or program you are going to work
with the database: from simple excel, access, SQL, CSV
or database management programs such as Oracle…

Segmentation: once we have digitized customer data

and more customers, we must start segmenting.
Segmenting is nothing more than classifying sets of
customers by different types of common characteristics:
volume of purchases, sector, tastes and preferences…

Methodology and processes: it is extremely important to

design and implement a methodology for standardization and
data collection.
You should not forget with your digital database.

Homogenization and Update: we must have a

standardization: ensures that
all fields comply with the same
rules regarding, for example,
uppercase and lowercase
letters, accents, surnames
separated or not, telephone
numbers
competitive database, for
this it is necessary to have
all the database fields
updated, we cannot afford to
fail due to lack of
dedication!!!
Qualification: it is necessary
to qualify the database, that
is, to have records that are
competitive, with which we
can generate profitability of
some kind.
Discarding customer records
is a tough decision, but we
must do it to be efficient.e
Data crossing: with all the
previous steps carried out, it
is time to cross and analyze
data to draw conclusions that
help us in decision-making
and in the design of digital
marketing actions.usiones
Email Marketing

It is a form of direct marketing and

one of the best players in the digital
communication strategy. Let’s put it
this way: if you had to call hundreds
of customers one by one to tell them
about new products, promotions or
news, you would need a team with a
lot of people, time, physical space
and many hours of conversation.
The conversion would be very low
compared to the resources used.
Benefits of email marketing are:
Immediacy: An offer, the announcement of a course, a change in
policies, recent information in the field of interest of your audience, a
new product or any other data you want to provide, arrives in a
second in your inbox. client.

Positioning: allows you to publicize your company and your products

or services as well as its history. Through email, a relationship of trust
is generated with the audience and, therefore, the possibility that they
get to know you better and even generate stable and long-term
relationships.
Lead nurturing: What is known as lead nurturing related to the
maturation of leads or business opportunities. It is an automated digital
marketing technique that allows customer loyalty to achieve a certain
objective. Email marketing is essential because it will be the route that
the customer follows from the first contact with the company until the
purchase of the product or acquisition of the service.

Cross selling and Up selling: The power of cross-selling and offering

products similar to the one the customer is looking for was discovered
with Amazon. Email allows you to do the same but with exclusive non-
public offers. Offer complementary products to those that the client is
about to buy (cross selling) or better quality products to the one they
are looking for (up selling). The key difference between the two is in
timing.
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