When within market communication marketing each advertising measure designated direct marketing (also dialogue marketing or Direct Response advertisement), which contains a personal speech of the possible customer with the request to the answer and by a clearly emphasized from the simple direct advertising differs.

Subranges of direct marketing

Direct advertising

See also for this the scientific paper direct advertising.

During the direct advertising it concerns a simplified form direct marketing without dialogue element. i.d.R. also senders and partners called, so that the goal person can react, it differs here however from direct marketing by the absence of so-called In contrast to the general mass advertisement the direct advertising has however a much higher target group security, because it is personifizert used in contrast e.g. to the radio or television commercial.

Direct Response marketing

A goal is it to identify a receiver as a potential customer so that this reacts its interest in the enterprise stated and on the advertising message. In contrast to the direct advertising in dialogue marketing (also Direct Response advertisement) the possibility strengthens actively with the enterprise in connection to set therefore In practice a means of publicity is revalued like a Mailing, e.g. by supplements or glued on Giveaways, by the offer from drawing by lots or invitations to meetings. Particularly exclusive types of paper, cardboard boxes, special colors, present one or theatre tickets can be used or be become flanking measures, like e.g. a following SMS assigned, in order to intensify the personal speech and to increase the possibility of an answer (Response) by the receiver.

A particularly frequently used instrument in direct marketing is the call center. In the personal telephone call the recruiting enterprise keeps additional to information about the customers and its preferences. In the discussion can argue and convince dealt with customer questions much better as well as better than e.g. in the simplex dialogue of a Mailings with Responseabschnitt for return. This shows up in clearly higher success ratios in the comparison to the classical Mailing. On the other hand the costs per contact lie several times over those of an advertising letter with simple equipment. High-quality Mailings costs every now and then however more than one call.

The knowledge of the history of the Kundenbeziehung to the enterprise forms a crucial success factor, because a faithful regular customer to hold 7-8mal is more economical to win than a new customer. Application type direct marketing are frequent:

• Customer information to product novelties
• Activation of old customers
• Customer recuperation
• Telephone sales
• Date agreement for the field service

'' See for this the independent scientific papers sales, field service and telephone sales.

Single-step direct marketing action

(Example)

1. Address inquiry over a data base
2. Mailing for product information
3. Are waiting the orders

Multi-level direct marketing action

(Example)

1. Call for the address qualification and Vorselektion
2. Mailing for product information
3. Call for the need collection
4. Mailing with advantage offer (individualized)
5. Call for the date agreement or order acceptance

DATA cousin marketing

See also for this the scientific paper CRM

As external sources for preparation no information from publicly accessible sources, like directories or the yellow pages, unfortunately serves a direct marketing action since these sources may not be used for advertising purposes. Address publishing houses (cunning brokers) obtain addresses from customer data banks of directrecruit-rubbing enterprises and generate volume of data according to your desires, should not these yet be present. Internal data sources are the enterprise-own customer files. The back runners are seized in the same data base, and are available for the further treatment (Nachfassen, subsequent offers, reactivation).

Thus an important role comes to DATA cousin marketing, because it is responsible for all measures, those the structure, the organization as well as the employment and the care of a data base concerns. The better these information is prepared, the more appropriate conclusions is possible on the purchase and consumer behaviour. A goal is it on the one hand to avoid large and cost-intensive Streuverluste with the speech on the other hand, to select the correct customers for the action from the data base.

With the help of DATA cousin marketing so the market segmenting is converted into concrete actions. Thereby the constant care of the data base is important, because the evaluation of the back runners from the actions as well as other internal data sources like e.g. the field service report system and sales statistics leave ever better forecasts with the time over the chances of success of the individual instruments marketing-mix for the enterprise concerned too.

Strengths of direct marketing

Depending upon criterion the individual customers let themselves renouncement customers "“be differentiated by one "„star customers "“up to one "„. By the possibility of the distinction one can arrange an advertising measure for each customer individual. Thus "„a star customer justifies "“, who exhibits a high turnover and Gewinnpotenzial as well as best growth prospects, a high marketing expenditure. This is expressed e.g. in the form of intensive customer service - forwards, with and after the purchase - of preferential supply or consideration of special wishes.

One should give a "“renouncement customer up in such a way specified"”, who is characterized by a small Umsatzpotenzial and small growth prospects, better, since he usually already exhibits a negative amount covered. This differentiation and selection of the customers are one of the success factors of DATA cousin marketing.

Further Kundenbeziehungen are developed, which are to lead to a customer loyalty and in the long run to a close customer connection. Regular customers still gain most conversions. Like that it is seven times easier up to to induce a regular customer to the purchase to win than a new customer for itself. Therefore direct marketing does not only have advantages for the production of new customers, but serves above all the goal regular customer to the enterprise to bind closely.

This customer proximity and the customer satisfaction have further positive radiation effects on the market. Particularly with the Direct Response advertisement it is possible to open new target groups since the receiver of an advertising message states its interest thereby that he reacts to the advertising message. The data won thereby can be used again in further actions, in order to arrange advertising measures more individual.

By the supersaturation of the consumer with mass advertisement, less and less publicity campaigns lead to desired success. On the other hand the individual contact speech decreases in particular the Streuverluste of assigned means of publicity and leads thus to a profit improvement due to the Kostensenkungspotenziale. Direct marketing permits thus an efficient employment of the financial means. QUTASCH

Weaknesses of direct marketing

Direct marketing has however also its borders. It has a relatively short running time in relation to the classical advertising media. The care of regular customers thereby the new customer production to prefer however purely, is short term and one-sided thinking. In particular by the activation of new customers it is only possible to develop an increasing regular customer potential. Without constant this slowly would vergreisen and finally would become extinct.

It must to it be also paid attention that the dialogue with the customer does not become mechanical, but should be cut to the special needs. This dialogue actual the more individually it to the individual customer cut actual accordingly cost-intensively. Besides costs arise with the data gathering as well as the structure and the care of the appropriate data bases. All of this must be justified by the appropriate yield, which the customer brings.

Further the nature of direct marketing is always connected with a troubling element. This can lead depending upon intensity of the advertisement to an unreasonable impairment of the of the Umworbenen. This rising intensity of the direct advertising ever more receiver by attachment sticker "“advertisement"” at the mail box and registering into the Robinsonliste do not resist. Fights several enterprises for a small clientele, the Umworbene can be filled up partially with an unreasonable quantity of advertisement. The marketing management is here demanded to find a balanced balance between inquiry frequency and enterprise image.

In principle the iurisdiction in Germany provides for a relatively high consumer protection, since it gives the priority before that winning vines of an enterprise. Opposite institutional customers (capital goods marketing) these restrictions do not apply however. do not come any longer purely

See also

• Dialogue method
• Direct advertising
• Call center
• Telephone sales
• Guerilla marketing
• Network marketing

Articles in category "Direct marketing"

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