Direct Marketing

Hello Friends! I am going to share the information about direct marketing.

Definition:- Direct marketing is an interactive system of marketing, which uses one or more advertising media to effect a measurable response & transaction at any location, with this activity stored on database.

Evolution of Direct Marketing:

• 1880s – Father of "Lead generation" was John Patterson founder of National Cash Register Co.
• 1900 Richard Sears a young Railroad stationmaster purchased a shipment of Gold watches. He asked a logical question of himself. Who has to know the correct time at all times?” “Other Railroad station agents” was the reply. He got a list, mailed and sold out. Thus Direct Marketing was born.
• 1910 – Sears introduced Sears credit card for his prime prospect Farmer.
• 1940s – Annual subscription method was born which keeps selling costs down. Ex: Magazines, tapes and CDs.
• 1950s – Diners Card, American Express. Bind-in cards were also introduced.
• 1966 – Toll free phone service was introduced, spawning a new industry of telemarketing.
• 1972 – Upscale catalogue was started in 1972 by Roger Horchow with his Horchow collection catalogue.
• 1980s – New Direct response media came – Videocassettes, Cable TV, Fax, Home shopping, Internet.

BENEFITS OF DIRECT MARKETING

• Comparative shopping possible with on line services.
• Price changes takes place as a function of demand and supply.
• Cost per response/customer is less.
• Power to close sale.
• Aids marketing research and test marketing.
• Functions

That was something about direct marketing. If you want to add something then please add because comment box is all yours…..