Definition of Direct Marketing: Forms, Media, Strengths, and Disadvantages

Direct Marketing Meaning – When talking about marketing or marketing in the business world, surely most business people agree that interacting directly with customers can be one of the surefire techniques so that their products are known by the general public. Yep, many think that a marketing strategy in the form of direct interaction or commonly referred to as direct marketing can increase sales.

This is because with this direct interaction, there is no need for other intermediaries to connect the seller with the buyer as their customer. Currently, there are many companies that implement this marketing strategy in the form of direct marketing.

Then actually, what is the meaning of direct marketing? Is it just a direct interaction between the seller and the buyer? Or even more than that?

So, so that Grameds is not confused, let’s look at the following review regarding direct marketing. Who knows it can be useful and then applied to the Grameds business !

Definition of Direct Marketing

According to Tjiptono (2015), direct marketing is a marketing system that is interactive by utilizing one or several advertising media to elicit a response from potential buyers.

Meanwhile, according to Kotler & Armstrong (2014), argues that direct direct or direct marketing is a direct relationship between sellers and carefully targeted individual consumers, in order to get an immediate response and foster lasting customer relationships.

Then, according to Duncan (2002), direct marketing is when a company wants to establish direct communication with customers, through the use of media to encourage how the customer responds.

There is also an opinion from Hudson (2008) which suggests that direct marketing is a marketing system that is fully controlled by marketers, through efforts to develop products, promote, to distribute their products directly to end-level consumers, use several media options and receive orders. directly from the customer.

Based on several expert opinions regarding the definition of direct marketing, it can be concluded that direct marketing or direct marketing is a direct relationship between sellers and buyers who use an advertising medium to make it easier to get a buyer’s response.

In the description of these definitions repeatedly mention the linkage of the media in its direct marketing efforts. The media in question can be in the form of telemarketing, interactive TV, website, e-mail, telephone, to facsimile to promote and/or protect the image of the company or product being offered.

Especially in the industrial world, this direct marketing strategy has become a trend and is increasingly being used, especially in an effort to promote companies. This is because direct marketing can run without using an intermediary that connects producers with their customers. This direct communication effort is done intentionally so that the company or producer gets a response or sales transaction.

What are the Forms of Direct Marketing?

According to Kotler and Armstrong , as consultants and professors of marketing in the United States, suggest that there are six indicators of the form of this direct marketing strategy, namely as follows.

1. Face to Face Selling

The first form indicator is face-to-face selling or often referred to as personal selling, which is a direct (face-to-face) communication between the seller (usually carried out by a salesperson) and potential consumers to introduce and shape consumer understanding of the product being offered. This is done so that potential consumers are willing to try or buy their products.

In fact, many large companies rely on this form of personal selling to gain final customers. For example: insurance agents, salespeople for selling Tupperware, salespeople for selling milk powder, and others.

2. Direct Mail Marketing

That is a form of direct marketing that involves sending offers, announcements, and warnings about the arrival of goods at certain addresses. Through the use of selected mailing lists, marketers will immediately send millions of letters each year. These letters can be in the form of advertisements, samples, circulars, facsimiles, e-mails, to ballot boxes.

3. Catalog Marketing

That is a form of direct marketing that involves selling through catalogs. This catalog will later be posted to selected customer lists or even those already provided in distribution stores.

4. Telemarketing

That is a form of direct marketing that uses the telephone to sell products directly to consumers. Telemarketing is intentionally well designed and has many goals in order to facilitate the process of purchasing and procuring information on products or services that are being offered.

5. Direct Response Television Marketing

In this form of direct marketing, it has two sub-units, namely:

  • Direct Response Advertising ( Direct Response Advertising )

Namely a form of promotion in the form of the marketer will directly broadcast television advertisements in a duration of about 60-120 seconds. In the advertisement, there will be a dialogue in the form of a description of the product explanation accompanied by a toll-free number which is addressed to the customer if they want to place an order.

  • Home Shopping Channels ( Home Shopping Channels )

Surely Grameds is no stranger to a television channel that specializes in promoting its products and constantly giving discounts to the first caller? Well, it’s also a form of direct marketing you know…

Namely in the form of television program channels or television channels that are entirely devoted to selling goods or services. The most popular shopping channel is the Home Shopping Network (HSN).

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