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15 Cards in this Set
- Front
- Back
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Direct Marketing |
Interactive marketing system that uses multiple media to generate a transaction or other measurable response at any location |
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Direct Marketing is... |
Interactive - ongoing dialogue with customer, leads promote more Multiple Media - more than direct mail, combo is more effective than one medium Immediate, Measurable Responses - can measure easily Any Location - customers do not have to go to the retail store |
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Primary Purposes of DM |
Close sales - coordinate with other promotional efforts, others build awareness Cultivate Prospects - in-depth information to customers Engage Customers with the Brand - seek advice, helpful info about product, foster brand loyalty |
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Cost Per Inquiry |
Number of inquiries generated by a direct-marketing program divided by that programs cost |
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Cost per Order |
Number of orders generated by a direct-marketing program divided by that programs cost |
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Database Marketing |
Target specific customers, track their actual purchase behavior over time, and experiment with different programs for affecting the purchasing pattern of these custoemrs |
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Marketing Database |
Mailing lists with added information collected directly from individual customers Preferences and behavioral patterns Relevant and timely |
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RFM Analysis |
Analysis of how recently and frequently a customer bought from an organization, and how much the customer spent |
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Frequency-marking Programs |
Direct marketing programs that provide concrete rewards to frequent customers 1. Database - memory for the program 2. Benefit Package - designed to attract and retain customers 3. Communications Strategy - regular dialogue with best customers |
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Cross-Selling |
Marketing programs aimed at selling additional products to existing customers Know what they like about various products helps them seek out new ones |
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Direct-Response Advertising |
Advertising that asks the receiver of the message to act immediately |
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Direct Mail |
Direct-marketing medium that uses the postal service to deliver marketing materials Testing and experimenting |
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Telemarketing |
Target selectivity, impact of programs is easy to track, experimentation with different scripts and delivery formats is simple and practical Best response rate Expensive Lack of delivery options - limited time Invasive |
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Email |
Proper etiquette for customer loyalty Send information about specifics |
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Infomercials |
Long advertisement that looks like a talk show or product demonstration 2-60 minutes, usually 30 Testimonials |
