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Direct Marketing

QuestionAnswer
What is Direct Marketing? Interactive system of marketing information about a consumer s stored and used for effective individual targetting
Examples of Direct Marketing Techniques? * Text messaging - Harley Owners Group * Database info - Tesco Clubcard * Specific letters/promotions * Interactive online media
Advantages of Direct Marketing? * Involves the consumer * personalised targeting * Useful for retention and loyalty * combat competitors promotions/product launches * flexible and selective - based on demographics/spending patterns
Disadvantages of Direct Marketing? * seen as junk mail * information may not be durable - subject to change * doesn't guarantee a response * privacy concerns - personal data - skeptical negative response by consumers
How is direct marketing measurable? * RECENCY - how long since last purchase * Frequency - How often consumer purchase good * Monetary Value - See average amount spent by consumer
Created by: guymandziuk92
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