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  • Direct Marketing Chapter Explains Objectives and Methods

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    Waqas Cheema
    15 Ansichten10 Seiten
    Direct marketing attempts to acquire and retain customers directly without using intermediaries. It uses various methods like direct mail, telemarketing, electronic media and catalog marketing. Managing a direct marketing campaign involves identifying the target audience, setting objectives, creating direct response advertising, and executing and evaluating the campaign. Key metrics used to evaluate campaigns are sales volume, response and conversion rates, number of new and repeat customers, and cost per order.

    Originalbeschreibung:

    Sales Force Management

    Originaltitel

    Chapter 08

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    Direct marketing attempts to acquire and retain customers directly without using intermediaries. It uses various methods like direct mail, telemarketing, electronic media and catalog marketing. Managing a direct marketing campaign involves identifying the target audience, setting objectives, creating direct response advertising, and executing and evaluating the campaign. Key metrics used to evaluate campaigns are sales volume, response and conversion rates, number of new and repeat customers, and cost per order.

    Copyright:

    © All Rights Reserved
    Als PPT, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    15 Ansichten10 Seiten

    Direct Marketing Chapter Explains Objectives and Methods

    Hochgeladen von

    Waqas Cheema
    Direct marketing attempts to acquire and retain customers directly without using intermediaries. It uses various methods like direct mail, telemarketing, electronic media and catalog marketing. Managing a direct marketing campaign involves identifying the target audience, setting objectives, creating direct response advertising, and executing and evaluating the campaign. Key metrics used to evaluate campaigns are sales volume, response and conversion rates, number of new and repeat customers, and cost per order.

    Copyright:

    © All Rights Reserved
    Als PPT, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    von 10

    ChapterNo.

    08

    DirectMarketing

    WhatisDirectMarketing?
    Directmarketingattemptstoacquireandretain
    customersbycontactingthemwithouttheuseof
    anintermediary.

    DirectMarketingExpenditure

    ObjectivesofDM
    A purchase over the telephone or post
    A request for a catalogue or sales literature
    An agreement to visit a location/event
    Participation in some form of action
    A request for a demonstration of a product
    A request for a salespersons visit

    MethodsofDM
    Direct mail
    Telemarketing (inbound & outbound)
    Direct response advertising
    Electronic media
    Catalogue marketing
    Inserts
    Door to door leafleting
    Text messaging

    ManagingaDirect
    Marketing
    Campaign

    Identifying & understating target audience


    Individuals
    Companies
    Up-to date lists
    Understand buyer

    l
    e
    s

    r
    e
    v
    e
    N

    lto

    r
    e
    g
    n
    a
    r
    t

    Settingcampaignobjectives
    Financial objectives
    Communication objectives
    Marketing objectives
    Retaining customers

    Directresponseadvertising
    Products or service that require a demo
    Products that have mass appeal
    Should be attractive and interesting
    Supported by an efficient telemarketing operation

    CampaignExecution&Evaluation

    Sales volume and value

    Response rate

    Number of enquiries

    Cost per order/ enquiry/sales

    Number of new customers

    Number of existing customer re-buying

    Conversion rate from enquiry to sale

    Renewal rate / Repeat purchase rate

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