Direct marketing: Effectiveness, role

 

This article describes ROI-Positive Brand Advertising, based on the idea that branding and direct response advertising are not alternatives, but need to go together. Increasingly, direct marketers nee ...

There is much consumer resistance to junk mail, as well as emails and mobile marketing, but if done properly, direct marketing can be both profitable and engaging. Among the key elements of achieving ...

Jeff Haggin, CEO and President of Haggin Marketing, argues that a direct response element should be built into every communication, on-line or off-line, so that by counting responses you can see what ...

Mike Colling, founder of MC&C, argues that the traditional view that strength of relationship between consumer and medium adds to advertising effectiveness is wrong when applied to direct response. Us ...

Despite the growing popularity of DMA among various businesses, little is known regarding how consumers evaluate it. Do all consumers evaluate DMA as being informative, entertaining, and useful, or do ...

Searching for direct ways to reach the customer is today's trend in the marketing techniques applied by Dutch banks. Cutting out the middleman, relationship building and the ability to anticipate the ...

It is clear that new electronic services will make a great impact on a number of direct marketing response mechanisms, from a survey of a hundred companies across Europe, on the trends in direct marke ...

Telephone bank First Direct and the insurance company Direct Line are “direct brands” which deal directly with consumers over the phone and offer a convenient service. This paper argues that while thi ...

Direct marketing is a growth activity and is rapidly gaining respectability among clients and agencies. Its current popularity is due, we are told, to companies being increasingly pre-occupied with 'g ...

Direct marketing - how to grasp the dynamics of `customer service marketing' (CSM). Two key dynamics have influenced the development of this thinking: cheaper and more accessible customer databases, a ...

This paper reports on part of an industry-funded project to investigate how consumers interact with direct marketing, against a background of the need to explore and understand consumer reaction to al ...