Filetype Power Point PPTX | Posted on 18 Aug 2022 | 3 years ago
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Direct Marketing
Use of consumer-direct channels to reach
and deliver goods and services to
customers without using
market middlemen.
Direct Marketing Channels
• Direct Marketing Channels
• Direct mail
• Telemarketing
• Web sites
• Email marketing
• Mobile devices
• Interactive TV
Benefits of Direct marketing
a. Can reach potential customers at the right time and be read by potential
customers who have prospects
b. Allows marketers to test alternative media and messages to find the most
cost-effective approach
c. Making marketers' offers and strategies less visible to competitors
d. Can measure responses to campaigns
Direct Marketing
Example: Land’s End succeeds as a clothing manufacturer on the internet, mainly
because it displays a virtual 3D model that allows customers to "try" clothes
before ordering.
a. Direct Mail
Contoh: Kodak‘s Creative Network use direct mail through digital variable
printing that shows three versions of a business card.
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