direct marketing in practice

[...]... likely to be interested in a particular product, service or offer No wonder that direct marketing is such a hot topic today Everyone in marketing is talking about it They may call it ‘integrated marketing , ‘oneto-one marketing , ‘customer relationship marketing/ management’, ‘loyalty marketing , ‘personal marketing , ‘database marketing or some other buzz phrase, but what they are talking about is... the direct marketing world owes you a huge debt of gratitude for all you have done to raise the standards of direct marketing practice How direct marketing has developed My second thought was about the way direct marketing has diversified In the 1980s we saw the rapid growth of direct marketing in the financial services industry, and the adoption of the discipline across the whole of business to business... Where does direct marketing fit into marketing? Why is direct marketing growing? Does this mean the end of broadscale or general advertising? Information – the driving force behind direct marketing Where does our information come from? – Market research – The customer database The power of integration – Making marketing cost-efficient The value of individual data Customer profiling and segmentation – Customer... dealing with a high volume of customers and prospects One expert recently defined direct marketing as ‘Using tomorrow’s technology to deliver yesterday’s standards of service to today’s customers’ So what is direct marketing? Direct marketing is a discipline, a subset of marketing, which permits us to carry out certain marketing tasks more efficiently It does this by gathering, analysing and using information... • seen sales grow 12% faster than the industry average • seen its direct marketing sales grow from zero to US$10 billion per annum Direct marketing is a discipline, a subset of marketing, which permits us to carry out certain marketing tasks more efficiently It does this by gathering, analysing and using information about individual customers and prospects.This information enables us to identify which... marketers now have to include direct marketing skills in their armoury Even in its current form, direct marketing has been around for a long time, but it has really been with us since marketing began Hundreds of years ago, a manufacturer of, for example, clothing or fine tableware, would use oneto-one marketing methods, seeking out selected customers, identifying their precise needs, and developing specific products... mail? • How testing and measurement can make us more efficient • The marketing communications plan Summary Review questions Exercises 2 How direct marketing works INTRODUCTION As I write this, I am on my way to Hong Kong and Sydney to run the second public pan-Pacific course for the Institute of Direct Marketing s Diploma in Direct Marketing This started me thinking about how much has changed in the last... of individual data will continue to be the primary weapon in the direct marketer’s armoury Where does direct marketing fit into marketing? Marketing is the process of identifying customer needs and satisfying them in a way which is acceptable to both parties – customers feel that their needs have been recognized and fulfilled at a fair price; the supplier makes a fair profit Let’s begin by defining marketing. .. to have issued a decree to all his marketing people around the world saying, in effect: ‘Within 3 years at least 50% of all your marketing money must be spent on direct marketing – or you’re out of a job.’ The direct marketing trade press subsequently carried a report stating that in the first 3 years under Gerstner’s leadership IBM had: 3 4 How direct marketing works • reduced its sales force from... for more information 2 INTRODUCTION 308 Qualifications Training Education The skills you need to succeed Client-side operations Career opportunities Agencies Direct marketing Bibliography Marketing Database marketing Marketing communications and branding Relationship marketing Statistics Internet . does direct marketing fit into marketing? • Why is direct marketing growing? • Does this mean the end of broadscale or general advertising? • Information – the driving force behind direct marketing •. does direct marketing fit into marketing? 6 Why is direct marketing growing? 7 Does this mean the end of broadscale or general advertising? 8 Information - the driving force behind direct marketing. Cataloguing in Publication Data Thomas, Brian, 1938– Direct marketing in practice 1. Direct marketing I. Title II. Chartered Institute of Marketing 658.8′4 Library of Congress Cataloguing in Publication