Direct marketing: meaning, features, functions, growth and benefits of direct marketing, different forms, online marketing, and policy issues in direct marketing
Answers
Direct marketing means the consumer is approached directly by the person who has resources. This is done through advertisements, banners, fliers, newspaper, TVs, mails and phone. Through, online marketing, one can judge the results immediately but other source will take time.
Direct marketing was first designed by Josiah Wedgwood, he was a pottery manufacturer and later many had developed better strategies in this marketing.
The benefits are, the marketer will get to know the results immediately. Challenges are it will become a worst marketing strategy if the consumers are not rightly targeted; if timing gets misjudged; if the responding to an advertisement is cumbersome; if there is no creativity and if the right media is not chosen.
The offer made by the marketer should be fulfilled, the customer should have the right to return the goods if found faulty, the marketer’s identity and their mode of contact should be clearly given, consumer wish should be respected, For example, if a product is not available and the customer has wished for it, it the duty of the marketer to provide it with in the stipulated time.
“The ICC Consolidated Code of Advertising and Marketing” This institution takes care of entire responsibility of direct marketing. Whether with regard to its medium, content, ethical conduct etc, this institution regulates it.
Overall responsibility of marketing lies on the marketer, but, others too should shoulder up and give a good marketing strategy
advertising is the part of direct marketing in which customers directly communicate with organization through the media including text message cell phone and also other things like email website magazine newspaper and television and other way we are using catalog distribution as well as outdoor advertisement and in which we discussed about the policy issues and also discuss its function feature and its benefit all other way in direct marketing it is called direct marketing