Marketing Communications

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Marketing Communications
Direct Marketing

BENEFITS OF DIRECT MARKETING TO MARKETERS

1. ACCESS TO SEGMENTED PROSPECT LISTS: direct marketers can buy a mailing list
   containing the names of any group – well segmented which allows them to personalize
   and customize their messages.


2. CUSTOMER RELATIONSHIP BUILDING: direct marketers can build a continuous
   relationship with each customer.


3. REACHING TARGET PROSPECTS ON TIME: direct marketers can time and reach target
   prospects at the right moment.


4. HIGHER READERSHIP OF MARKETING MATERIALS: direct marketing materials receive
   higher readership because it is sent to more interested prospects.


5. TESTING FOR COST-EFFECTIVE PROMOTION APPROACH: direct marketing permits
   the testing of alternative media and messages in search of the most cost effective approach
   to promotion campaign.


6. SCREENING OF PROMOTION STRATEGY FROM COMPETITOR: direct marketing offer
   and strategy appear less visible and explicit to competitors.


7. RESPONSES MEASUREMENT: direct marketing can measure responses to their campaigns
   thus deciding and determining which methods have been the most profitable.

ETHICAL PROBLEMS IN THE USE OF DIRECT MARKETING

1. IRRITATION: many people or customers find the increasing number of hard sell and direct
   marketing solicitation to be a nuisance.


2. UNFAIRNESS: some direct marketers take advantage of impulsive or less sophisticated
   buyers, when using television shopping shows.


3. DECEPTION AND FRAUD: some direct marketers design mails and write copies intended
   to mislead buyers.


4. INVASION OF PRIVACY: this results from the direct access to consumer database which
   some consumers now view as an invasion on their privacy. It is feared that such access may
   expose too much of their personal information. (Warshaw, and Kinnear, 1983; McTavish,
   and Maitland, 1980; Mason, and Mayer, 1984; and Fill, 2009)