Direct Marketing
Direct selling to individuals with customers identifiable by name, address and purchase behavior
Products have the added value of distribution direct to the customer, an important benefit
The medium is the marketplace
Marketing controls the product all the way through delivery
Advertising is used to generate an immediate transaction … an inquiry or an order
Repetition of offers, promotional messages, toll-free numbers and web addresses are used within the advertisement
Customer feels a high perceived risk – product bought unseen, recourse is distant
Traditional Marketing
Mass selling with buyers identified as broad groups sharing common demographic and psychographic characteristics
Product benefits do not typically include distribution to the customer’s door
The retail outlet is the marketplace
The marketer typically loses control as the product enters the distribution channel
Advertising is used for cumulative effect over time for building image, awareness, loyalty and benefit recall. Purchase action is deferred.
Repetition of offers and promotional messages are used over a period of time
Customer feels less risk – has direct contact with the product and direct recourse
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