Contents |
According to Tapp (2004, p.4) is direct marketing a method of marketing based on individual costumer records held on database. Tapp (2004, p.4) claims that these records are the basis for marketing analysis, planning, implementations of programs, and control of all this activity.
This means that direct marketing is marketing targeted at one single individual based on information that is previously obtained by the marketing firm and held in a database for use. One important part to differentiate direct marketing from regular marketing is that direct marketing has the aim of attracting a direct response from the costumer. So instead of showing advertising to everyone it targets specific individuals based on the information from the database, and tries to get the costumer to take some action.
Direct marketing mediums cover both electronic and traditional mediums such as:
Different organisations use the internet marketing tools in completely different ways. According to Tapp (2004, p231) at one extreme organisations see the internet as merely another channel or medium trough which they can rise a profile, here the usage would be just a little more than a ‘corporate brochure’. As Tapp (2004, p 231) suggest on the other extreme, some business are created entirely out of the opportunities afforded by the internet, and all their operations are conducted online. An example of a firm that relies solely on conducting business online would be Ebay.com. Mitchell (2000) pointed out internets has the ability to transfer power from sellers to buyers. Mitchell (2000) clams that companies need to use costumers transaction history to understand the costumers’ needs, predict their future needs – what they want, when they want it and how much they would be worth to the company and therefore figure out how much discount the company could give them. This change in consumer and organisational behaviour clearly illustrates the importance of direct internet marketing.
According to Queensland University of Technology (2004, p. 126) direct marketing across international borders provides several unique challenges. Queensland University of Technology (2004, p. 126) outlines that by using direct marketing over internationally border there may be language differences, different postal systems, and various forms of currency. All this factors may affect the appeal of conducting direct marketing internationally.
Tapp, A. (2004) Principles of direct and database marketing, New York : Financial Times
Mitchell, A. (2000) in one to one marketing, which one comes first?, interactive marketing, pp. 354-68
Queensland University of Technology (2004) AMB230 internet promotion / Queensland University of Technology, Frenchs Forest: N.S.W
Jorgen Ingwersen 15:30, 27 Oct 2005 (EST)
