Marketing Management Study Material 2025 provides comprehensive insights into direct marketing strategies, effectiveness, and various techniques. It covers essential topics such as telemarketing, direct mail marketing, and database marketing, making it ideal for students and professionals in marketing fields. This resource also discusses the benefits and challenges of direct marketing, along with practical examples and case studies. Designed for BBA students, this material serves as a valuable guide for understanding modern marketing practices and preparing for exams.

Key Points

  • Explains direct marketing strategies and their effectiveness
  • Covers telemarketing, direct mail, and database marketing techniques
  • Discusses benefits and challenges of direct marketing
  • Includes practical examples and case studies for real-world application
Arth gupta
24 pages
Language:English
Type:Textbook
Advertising
Arth gupta
24 pages
Language:English
Type:Textbook
Advertising
46
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Srinivas University 2nd Semester, BBA
94
Marketing Management
If Raj were to take on the role of a tactician and catalyst in this scenario, what specific actions could
he take to close the sale more effectively?
MODULE-5
NEW HORIZONS IN MARKETING
5.1- Direct marketing: Nature scope
Direct marketing is a promotional method that involves presenting information about your
company, product, or service to your target customer without the use of an advertising
intermediary. It is a targeted form of marketing that presents information of potential interest
to a consumer that has been determined to be a likely buyer.
Direct marketing is communicating with members of the public who have shown intent to buy
from you, through a direct form of communication, like email, post, or telephone. This is not
like advertising that targets a broader audience with high-level information. More importantly,
this form of marketing targets and customizes campaigns to the recipient.
For example, subscribers to teen magazines might be presented with Facebook ads for acne
medication, which, based on their age, they are likely to need.
Srinivas University 2nd Semester, BBA
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Marketing Management
Why is Direct Marketing Effective?
Direct marketing is effective as you target a specific audience with personalized content. This
type of marketing can be cost-effective as you are not targeting a huge audience. The initial
cost of rolling out these projects will be less than traditional campaigns. This is because of the
personalized nature of the campaigns. Conversion rates are higher as people are interested in
your product or service.
A direct marketing example is launching a direct marketing campaign to people who have
added specific products to their cart on your website but didn’t complete the purchase steps.
These people are more inclined to buy additional products from you, rather than new visitors
to your website. Compared this to a generalized marketing campaign where there is no
indication from the recipients if they care about buying from you, and you can see how effective
direct marketing can actually be.
What is a Direct Marketing Strategy?
Strategies look to increase sales for a company, or to grow a company’s brand. With this in
mind, your direct marketing strategy should have a call to action. This should lead recipients
of a campaign to a landing page with an enticing offer or message. Furthermore, good direct
marketing strategies personalize content to each potential customer.
Direct marketing strategy examples include:
1. Adding the person’s name in the body of the text,
2. Incorporate products that the customer showed interest in purchasing, and
3. Translating the campaign into the mother tongue of the recipient
TYPES
The number of Techniques or Tools of Direct Marketing used by direct marketers to approach the
customers is as follows:
1) Mail Order Marketing/Catalogue Marketing:
Mail Order Marketing (MOM) or Catalogue Marketing is a well-known method of direct marketing and
is also referred as Mail Order Business (MOB). In this type of marketing catalogues of products and
services are used by the marketers to communicate with the customers. These catalogues are also
delivered to the customers via mail order to provide them information about the product.
2. Direct Mail Marketing:
Direct Mail Marketing (DMM) is alike Mail Order Marketing (MOM). When a trading house markets
its products via mail order, it is known as MOM. Whereas, when a manufacturing company markets its
products or services by using mail order it is termed as In DMM, along with brochures/letters various
other items are also mailed to the potential customers such gifts and compliments, free product samples,
etc. Direct mail is less costly and less offensive than any other direct marketing promotional methods.
3. Telemarketing:
Srinivas University 2nd Semester, BBA
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Marketing Management
Telemarketing is a marketing process of selling products and services via telephone. It deals with two
types of markets, Le, Business to Business (B2B) and Business to Customer (B2C). The main function
of tele operators is to contact existing customers and to attract new customers for taking orders or
ascertaining their satisfaction level. If orders are taken on a daily basis, then this is called Telesales.
There are many customers who make orders for certain goods and services in routine. In order to handle
routine calls, several companies have opened their call centers for inbound and outbound telemarketing.
Inbound telemarketing is a process of receiving calls the customers and outbound telemarketing
involves making calls to existing and potential customers for taking their orders.
4. Direct (Face-to-Face) Selling:
Direct selling is different from direct marketing. In direct selling, a sales agent directly sells its product
and services to customers door to door or at retail outlets through personal presentation demonstrations,
etc. Whereas, direct marketing does not involve any sales agent, instead it is a process of establishing
direct relationship with its customers. In direct selling. Various sales personnel are appointed like
stockbrokers, insurance agents’ distributors working for direct-sales organizations such as Oriflame and
Amway.
5. Direct Response Marketing (DRM):
Another tool used by marketers for direct marketing is direct response marketing. It is different from
direct mail marketing only in terms of techniques used Various direct response marketing campaigns
depend majorly on TV infomercials. Infomercials are the commercials, which provide information
regarding the product, its uses m benefits. Other techniques of direct response marketing are radio ads,
print ads, flyers or e-mail.
6) Tele-shopping
Tele shopping is the latest direct marketing tool, which is also known as home shopping. Here, the
marketer commercializes its product or services broadcast media mainly TV and the consumers can
view them on their TV and place orders for the required products by calling up at the given contact
number. It is the easiest retail form where a product is demonstrated on television and the sale it made
by placing orders on telephone.
7) Home shopping is a broader term. It covers all forms of shopping done from home — this includes
teleshopping, but also catalog shopping (e.g., Avon or IKEA catalogs), online shopping (Amazon,
Flipkart), and even shopping through mobile apps. It’s more about the convenience of purchasing
without visiting physical stores.
8) Database Marketing:
Database marketing also a method of direct marketing where databases of existing and potential
customers are used to generate personalized communication helps in the promotion of products and
services for marketing purpose. Database marketing also considered as an important element of
Analytical CRM.
OTHER TYPES
1. Complementary tool
2. Primarily Differential
3. Sales channel
4. Brand vehicle
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