In this chapter, you will learn: The new direct-marketing model, growth and benefits of direct marketing, customer databases and direct marketing, forms of direct marketing, online marketing, setting up an online marketing presence, public policy issues in direct marketing. | Chapter Seventeen Direct and Online Marketing: Building Direct Customer Relationships 1 Direct and Online Marketing: Building Direct Customer Relationships The New Direct-Marketing Model Growth and Benefits of Direct Marketing Customer Databases and Direct Marketing Forms of Direct Marketing Online Marketing Setting up an Online Marketing Presence Public Policy Issues in Direct Marketing Topic Outline 2 The New Direct Marketing Model Direct marketing A marketing channel without intermediaries An element of the promotion mix Fastest-growing form of marketing Note to Instructor This Web link is for the DMA association—this would be an interesting site to explore with the students as it addresses many key issues in the industry. Of particular interest is the “marketing news” and the “advocacy” areas that can be viewed right on the homepage. 3 Growth and Benefits of Direct Marketing Convenience Ready access to many products Access to comparative information about companies, products, and | Chapter Seventeen Direct and Online Marketing: Building Direct Customer Relationships 1 Direct and Online Marketing: Building Direct Customer Relationships The New Direct-Marketing Model Growth and Benefits of Direct Marketing Customer Databases and Direct Marketing Forms of Direct Marketing Online Marketing Setting up an Online Marketing Presence Public Policy Issues in Direct Marketing Topic Outline 2 The New Direct Marketing Model Direct marketing A marketing channel without intermediaries An element of the promotion mix Fastest-growing form of marketing Note to Instructor This Web link is for the DMA association—this would be an interesting site to explore with the students as it addresses many key issues in the industry. Of particular interest is the “marketing news” and the “advocacy” areas that can be viewed right on the homepage. 3 Growth and Benefits of Direct Marketing Convenience Ready access to many products Access to comparative information about companies, products, and competitors Interactive and immediate Benefits to Buyers Note to Instructor Discussion Question When do you find direct mail to be a beneficial as a consumer? Students might mention favorite retailers that email them coupons every week OR coupons they get in the mail. Victoria’s secret will often come up as a favorite among the female students. 4 Growth and Benefits of Direct Marketing Tool to build customer relationships Low-cost, efficient, fast alternative to reach markets Flexible Access to buyers not reachable through other channels Benefits to Sellers 5 Customer Databases and Direct Marketing Customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data Customer Database Note to Instructor You can ask students how and why marketers use the databases. They should realize the following uses: Locate good and potential customers Generate sales leads Learn about .
