Unit 7.1 DB: Direct Marketing Benefits
rely 5
Write an initial substantive response of 80 words in length.
Begin your response with a restatement of the question/prompt, and include
in-text citation(s) and a reference for each scholarly source used according to
the APA guidelines found in the APA Style Guide located in the Student Success
Center. The restatement of the question/prompt, the references, and the
citations are not included in your response word count.
Use three examples to explain direct marketing. What are the
benefits to buyers and sellers of direct marketing?
Amy Storm
Hi George,
I must respectfully disagree with you regarding direct
marketing being for “small companies or low budget companies”. As Andrew Thomas (2007) puts it, “Direct
marketing is about focused communications with a customer to promote the
purchase of a good or service. At it’s
core, direct marketing is multichannel: It is marketing everything for everyone
to everybody. Direct marketing is
global: It sells from anywhere to anywhere at anytime. Direct marketing is performance based: its
relationships desired by customers: It
is driven by the expressed needs of customers.
Direct marketing is customized: It targets markets of one or more. In other words, it is the future of
marketing! (p 6)”.
Direct marketing is most definitely NOT inclusive to only
small or low-budget businesses. On the
contrary, it is a marketing tool that works for every business and is extremely
effective in communicating directly with targeted segments within a business’
marketing plan. Direct marketing is a
strategy that is instrumental in building strong customer relationships. Thomas (2007) also says that “done
properly, direct marketing becomes marketing in every sense of the word, not
only for large companies but for small companies as well (p 6).”
Thomas, A.R. (2007).
Direct marketing in action: Cutting-edge strategies for finding and
keeping the best customers. Retrieved
from http://eds.b.ebscohost.com/eds/ebookviewer/ebook/ZTAwMHhuYV9fMjI2Mzk5X19BTg2?sid=50e1cb17-13fc-4755-a136-14eab3df8e4c@sessionmgr115&vid=6&format=EB&rid=5