Low response and purchase rates in the automotive industry. Dealing with typical problems in direct marketing campaigns

Based on a survey among 22 direct marketing experts and in-depth project experiences within automotive industry, the authors identify two key issues: first, when the success of direct marketing campaigns should be measured; and second, when the results of a campaign should be used for selecting the target group for a new campaign.

Low Response and Purchase Rates in the Automotive Industry

Dealing with typical problems in direct marketing campaigns

Wendy GerstenAnalytical Customer Relationship Management, DaimlerChrysler Research, Germany

Johannes RuhlandBusiness Computing, Friedrich-Schiller-University of Jena, Germany

DIRECT MARKETING AS THE KEY TO THE CUSTOMER

Over the last few years, the use of direct marketing campaigns to solicit potential customers through individual and personalized communications has soared (Belz 1997; DMA 2002). This is due to rising costs for sales representatives, decreasing efficiency of impersonal mass marketing and the resulting need to establish relationships to (potential) customers (Holland/Heeg 1998; Dallmer 1997). The efficiency of...

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