1) Cost – As the cost of per target promotion in direct marketing tends to be substantially higher than that in case of mass marketing, marketers must send their message to a limited audience only, as sending the message to general audience at large with very few of them likely to respond positively or getting converted may increase the cost manifold and thus cause a lot of marketing dollar wastage.
2) Customer irritation – As direct marketing communication tends to be longer and more involving i.e. seek active participation of the customer, than traditional mass marketing communication, thus unnecessary and unsolicited message may lead to customer frustration, resultantly eroding brand equity.
Thus in direct marketing it is important to come up with a list of the customers who would be most interested in the product offering and thus will be most likely to respond positively rather than non-responding or responding negatively by avoiding further communication.
“Data Mining is the process of discovering interesting knowledge from large amounts of data stored either in databases, data warehouses, or other information repositories. Simply stated, data mining refers to extracting or "mining" knowledge from large amounts of data.” (Han and Kamber, 2006).
According to Fayyad et al (1996), Data mining is an important process of discovering novel, implicit, useful and comprehensive knowledge from large amount of data. For Direct marketing it translates in to a description of likely buyers or responders and thus Data mining helps in securing better results, for a direct marketing campaign than a traditional mass marketing campaign
For example - To develop marketing and service –delivery strategy, Harrah’s entertainment Inc., the gambling and hotel chain uses Data mining to target customers on individual basis for direct marketing. Using its sophisticated ...
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(Direct Marketing Assignment Example | Topics and Well Written Essays - 1500 Words)
“Direct Marketing Assignment Example | Topics and Well Written Essays - 1500 Words”, n.d. https://studentshare.net/miscellaneous/395994-direct-marketing.
There are various tools of direct marketing such as telemarketing, email, direct mail, and SMS, which play a great role in influencing the customers. By utilizing these tools, the marketers can understand the interest of the prospective customers of the new market. Direct marketing has various advantages over other marketing methods.
The paper has focused on the meaning of international direct marketing which is in a narrow sense, includes all the market oriented and cross border activities and include a wide range of multi level communication which help in developing contact to the customers both directly as well as cross border (Krafft & Hesse, 2007).
Meyer and Even (1998) considered the art market as having certain specificities which could be interpreted and explained differently within marketing theory perspectives. The role of artists in marketing and the prerequisites to marketing needed for successful sales of art objects are considered as important for sale of art objects.
Fears and Robinson delivered solely flowers, plant, sparkling wine and ornaments stuff in UK. Its target customers are from every field of life. Five years back they instigated a blossom circulation service on a national level, to which they have later appended exceptional substances that take in cold duck and first-rate wines, top class chocolates and a number of top rank jewelry costumes.
Marketing Association’s in 2009 and 2010 edition that companies got over 1000% returns in yield for every dollar they invested for direct marketing campaigns as compared to conventional indirect methods of marketing. It is effective for products with a specific and identified
Following is discussed about the method from different perspectives:
Direct marketing methods may well gain the response of a potential customer if dealt rightly (Clow and baack, 2012). Email marketing goes flat most of times due to spamming while mobile marketing and event