-

Priya Arora

Today, Marketing communications increasingly occur as a personal dialogue between the company and its customers. By increasing communication efficiency and effectiveness, marketers are encouraged to switch over from mass communication to more targeted , two way communication. Consumers now play a much more participatory role in the marketing process.

Direct Marketing is the use of consumer-direct (C.D) channels to reach and deliver goods and services to customers without using marketing middlemen. Direct marketers can use a number of channels to reach individual prospects and consumers.

 A system of marketing by which organizations communicate directly with target customers to generate a response and / or a transaction Philip Kotler

Direct Marketing can be done through various channels : 1) Direct Mail 2) Catalog Marketing 3) Telemarketing 4) Internet

Direct Mail means sending an offer, announcement, reminder or other item to an individual consumer. Using highly selective mailing list, direct marketers send out million of mail pieces each year. Some also mail CDs and DVDs to prospects and consumers. e.g. Kodaks Creative Network.

Companies may send full line merchandise catalogs , specialty consumer catalogs and business catalogs, usually in print form but also in CDs , DVDs etc. e.g. Avon sells cosmetics IKEA sells furniture

Telemarketing is the use of telephone and call centers to attract prospects and consumers, and provide service by taking orders and answering questions. It maybe inbound telemarketing or outbound telemarketing.
e.g. Wipro BPO solutions

The newest channels for communicating and selling directly to customers are electronic. The internet provides marketers and consumers with opportunities for much greater interaction and individualization

Websites

Display Ads

Interstitials

Interactive Marketing

Uploading Ads and Videos

Online Communities

E- mails

Companies design websites that expresses their purpose, history, products etc. The site should be attractive on first look and interesting enough to repeat purchases.
1) nokia.co.in 2) Fernsnpetals.com 3) Pvrcinemas.com

Display Ads or banner ads are small, rectangular boxes containing text and perhaps a picture that companies pay to place on relevant websites. The larger the audience, more is the placement cost. e. g. facebook.com allows advertisers to display their ads for a cost.

Interstitials are advertisements, often with video or animation that pop up between changes on a Website. Consumers may block these pop-ups using AOL installed software as they may find it irritating.
e.g. indianrail.gov.in has many pop-ups of advertisement between changes on its website

With user generated content sites, consumers and advertisers can upload ads and videos to be viewed by millions of people throughout the world e.g. YouTube MySpace Video Google Video

Many companies sponsor online communities whose members communicate through postings, instant messaging and chat discussions about special interests relating to companys product or brand. These communities serves as a feedback tool for the company. GlaxoSmithKline sponsored a weight loss community when it was prepared to launch its weight loss product.

E-mails use only a fraction of the cost of a direct mail. These can be employed to market the goods and services directly to target customers at a low cost. Some important guidelines: Give the customer a reason to respond Personalize the content of your e-mail Offer something the customer cant get via direct mail

Make it easy for the customer to unsubscribe

 Tailored

message
effects

Traceable

Instant

response

Feedback

24*7

tool

Reach the right target group Helps in testing alternative media to find the most effective

Makes the marketers strategy less visible to competitors

Builds stronger customer relationships Cost effective Effectiveness easier to measure

Irritation Deception and fraud Invasion of privacy Unfairness

Thus, Direct Marketing can go a long way in encouraging the consumers to buy the companys products or services. It can prove a very helpful tool in communicating with the consumers Directly and building stronger consumer relationships