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A Common - Yet Easily Avoidable - Marketing Mistake
Title: A Common - Yet Easily Avoidable - Marketing Mistake Author: Kathleen Gage Email: Kathleen@turningpointpresents.com Word Count: 757 Copyright © 2004 by Kathleen Gage Web address: www.kathleengage.com Publishing Guidelines: You may publish...
How To Incorporate Adsense Into Your Affiliate Marketing
A lot of people are lured by affiliate marketing because it can be financially rewarding, even if you just stay at home. Affiliate marketing programs are best alternatives to those who are sick and tired of their arduous daily work just to climb...
Online Music Marketing: Math or Myth?
Making money from music online: NARIP and the Hype Council help the record industry face the facts and expose the fiction – a report by The G-Man. The numbers are supposed to be big in online marketing, but are they significant in the online...
Ten Reasons Why Online Surveys are the Future Of Marketing
Customers are tough cookies. They're extremely media aware and increasingly cynical – it's a clever marketeer who can get under their skin. Online surveys reinvent the traditional format and offer a unique way of interaction – all the benefits...
Why You Need a Marketing Plan
Being in direct sales can often give the feeling "I don't have to do much, just sell". It's true, you don't have to ship orders or create websites, or even design catalogs (even though we recommend it sometimes). Your job as the rep is to direct...
 
The Secret of Direct Marketing


Everyone has come face-to-face with direct marketing. In
fact, that’s what direct marketing is: it’s one-on-one
marketing. Direct marketing uses several advertising forms
to form an interactive relationship with consumers. If
a direct marketing campaign works, consumers will purchase
the product or service. Direct marketing may be so popular
because, of all of the marketing strategies, it is the most
personal and consumer oriented. It is part of the
Integrated Communication Program, but its objectives,
budgets and strategies are separate of the ICP.

Traditional direct marketing channels are catalogs, direct
mail, direct response ads and telemarketing. To this emails
and internet sales are added in the e-age. The growth of
sales through direct marketing is more than the growth
through any other media. The growth is due to many factors.
Ever increasing number of market niches with distinct
preferences. At home shopping is increasing due to higher
time and cost (transport) involved in traditional
marketing, parking problems, queues at check out counters.
Efficient and quick express deliveries have added to the
convenience of shopping from home.

The growth of computers, the Internet and customer
databases have enabled sellers to target specific
customers. It is more cost effective than using a sales
force. Many websites describe the offerings, show pictures,
list prices and have online ordering facilities.

Direct marketing benefits the customers in many ways. Time
saving and hassle-free, comparative costs can be checked
out, more options and merchandise is available. The seller
also benefits as they save on sales force, there is no
crowding in the shops, and infrastructure requirements are
more controlled. The group specific mailing lists (for
example new mothers, teachers, and doctors) help in
personalizing the message


and build an ongoing relationship
with the targeted customers. The marketing can be timed to
reach the prospects at the right time such as Christmas or
Easter. As it is sent to prospects that were discovered to
be more interested in the offering, direct response
marketing has higher readership. It also can keep the
competition guessing. It also can measure responses and
align strategies to the most effective and important
expectations.

Companies spend a great deal of time and money maintaining
databases of present and prospective customers. A customer
database contains current information about consumers but
is much more than just contact information. Databases
generally include buying preferences, purchase frequency
and other such information. These databases are maintained
and are used to generate leads and sales and to build a
company-client relationship. The first customer databases
were used by business markets and service companies.
Today, customer databases are used by all companies whether
they market services or packaged products. Most companies
now realize how effective personalized marketing can be.
It’s little wonder why a well maintained database can give
a company the edge over the competition.

Companies use their databases in 4 ways. To identify
prospects, to decide which customers should receive a
particular offer, to deepen customer loyalty, and to
reactivate customer purchases. It needs big investment and
careful handling. Otherwise it may have adverse effect.
Buyers may consider it invasion of privacy, but properly
handled database utilization will give rich benefits.

About the Author

Scott F. Geld is the CEO and President of Marketing Blaster, Inc., a pay-per-click traffic source that consistently beats the major search engines in conversion ratio and ROI.

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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