Direct Marketing

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  1. Direct Marketing<br />Global Gadgets Imports<br /> 2. Direct Marketing<br />Cynthia C. Cutright<br />Colorado Technical University<br…
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  • 1. Direct Marketing<br />Global Gadgets Imports<br />
  • 2. Direct Marketing<br />Cynthia C. Cutright<br />Colorado Technical University<br />MKT306-0904B-01<br />Professor Alan Fowler<br />December 11, 2009<br />
  • 3. Introduction<br />What is direct marketing?<br />Describe at least three forms of communication that direct marketers utilize.<br />What are the key benefits and challenges with each of these three approaches?<br />How do direct marketers obtain consumer information?<br />What are some of the issues faced in effectively and appropriately using this data?<br />What is personalization?<br />Examples of personalized marketing.<br />What does a marketer hope to achieve with a personalization strategy?<br />What are the key factors of a personalized approach?<br />How could GGI use direct marketing in this project and at the same time protect the customer&apos;s privacy?<br />
  • 4. <ul><li>What is direct marketing?
  • 5. Describe at least three forms of communication that direct marketers utilize.
  • 6. What are the key benefits and challenges with each of these three approaches?</li></li></ul><li>What is direct marketing?<br />“Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting or enduring customer relationships” (Dolak, 2009).<br />
  • 7. Describe at least three forms of communication that direct marketers utilize.<br />Internet marketing<br />Face-to-face selling<br />Direct mail<br />Brochures<br />Catalogs<br />Flyers<br />Catalogs<br />Telemarketing<br />Direct-response advertising<br />Television<br />Radio<br />Kiosk marketing<br />
  • 8. <ul><li>How do direct marketers obtain consumer information?
  • 9. What are some of the issues faced in effectively and appropriately using this data?</li></li></ul><li>How do direct marketers obtain consumer information?<br />Leads<br />Up-selling<br />Opt-ins<br />Funneling<br />Hyperlinks<br />
  • 10. <ul><li>What is personalization?
  • 11. Examples of personalized marketing.
  • 12. What does a marketer hope to achieve with a personalization strategy?
  • 13. What are the key factors of a personalized approach?</li></li></ul><li>What is personalization?<br />Personalization is delivering different and unique content to each individual customer based on the customer&apos;s interests <br />
  • 14. Examples of personalized marketing.<br />Pricing<br />Offers<br />Discounts<br />Customer Service<br />Merchandising<br />Delivery<br />Packaging<br />
  • 15. What does a marketer hope to achieve with a personalization strategy? <br />Leads<br />Sales<br />Loyalty<br />
  • 16. References<br />Direct Marketing Association Announces Future of Business-to-Consumer Communications. (2008, October 13). Retrieved December 11, 2009, from Direct Marketing Association: http://www.the-dma.org/cgi/disppressrelease?article=1227<br />Direct Marketing. (2009). Retrieved December 7, 2009, from Marketing Teacher: http://www.marketingteacher.com/Lessons/lesson_direct_marketing.htm<br />Examine Marketing in the Context of the Company. (2009). Retrieved December 8, 2009, from CTU Virtual Campus: https://campus.ctuonline.edu/<br />Prepare a Marketing Plan. (2009). Retrieved December 9, 2009, from CTU Virtual Campus: https://campus.ctuonline.edu/<br />Berry, T. (2008). Direct Marketing Fundamentals. Retrieved December 8, 2009, from Mplans: http://articles.mplans.com/direct-marketing-fundamentals/<br />
  • 17. References<br />Dolak, D. (2009). Direct Marketing. Retrieved December 8, 2009, from Dave Dolak: http://www.davedolak.com/directm.htm<br />Fiedler, K. (2007, March 21). Are you empowered to deliver truly personalized marketing? Retrieved December 11, 2009, from DMNews: http://www.dmnews.com/are-you-empowered-to-deliver-truly-personalized-marketing/article/94928/<br />Givens, B. (2001, March 13). The Information Marketplace: Merging and Exchanging Consumer Data. Retrieved December 11, 2009, from Privacy Rights Clearinhouse: http://www.privacyrights.org/ar/ftc-info_mktpl.htm<br />
  • 18. References<br />Linden, G. (2004, June 5). What is personalization? Retrieved December 11, 2009, from Geeking with Greg: http://glinden.blogspot.com/2004/06/what-is-personalization.html<br />Stoler, M. (n.d.). Obtaining Direct Marketing Leads the Easy Way. Retrieved December 10, 2009, from Bloggers Online: http://www.blogersonline.com/obtaining-direct-marketing-leads-the-easy-way/<br />
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