Do post on top and repond to Edward and Damons discussions

Define direct marketing. Does direct marketing help with relationship  marketing? How does direct marketing supply an organization’s integrated  marketing communications plan? Support your position. Incorporate  concepts and examples from this week’s lecture. 

Respond to two the classmates’ posts.  

Classmate Edwards Post please reply!

Direct  marketing involves the distribution of goods and services to consumers  through phone, internet and mail. “Relationship marketing is where the  seller focuses on developing an enduring relationship between a brand  and its consumers” (Ogden & Ogden, 2014, p. 8.1). “The concept of  relationship marketing is to develop brand loyalty, which will translate  into repeat purchases and greater profits and sales” (Shrimp &  Andrews, 2013, p. 8.1). Direct marketing helps with relationship  marketing by way of building relationships with customers. Once you go  to a website and purchase an item, you will get a link through your  email to thank you for the purchase and even invite you back with  special offer such as free shipping or a discount of any product.

Both the electronic and direct mail are good for establishing  relationships with customers before and after they buy. I tend to  believe that phone marketing is not a good way to create relationships  with customers because you can get constant phone calls from  telemarketers trying to sale you things. When listening to a sales pitch  on the phone, you can’t see it like you can on the internet. Not to  mention that they will call you non-stop even after you tell them not to  and the destroys the marketing customer bond. Phone conversations  should only be used for follow up questions or discrepancies about  orders customers placed.

References

Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. Retrieved from https://content.ashford.edu/books/AUOMM615.14.1/sections/sec10.5?search=integration#w125876 (Links to an external site.)Links to an external site.

Shimp, T. A., & Andrews, J. C. (2013), Advertising, promotion, and other aspects of Integrated Marketing Communications, 9th ed. Mason, Ohio: South-Western/Cengage Learning, p. 512

Classmate Damons post please reply-

Direct marketing is the interactive system of marketing that uses one  or more advertising media to effect a measureable response and/or  transaction at any location. The basic idea behind direct marketing is  to get responses from the firm’s customers that can be measured and  tracked like the number of responses, sales increase or the number of  leads generated. There are various forms of direct marketing that  include direct mail, direct selling, target marketing, email marketing  etc. Often direct marketing is used in conjunction with the other  elements of   the IMC mix. In case of relationship marketing, the goal  is not limited to generating sales but also includes building long term  relationships and loyalty. The vision is to create, maintain and grow a  business relationship between the customer and its sales.

The direct marketing and relationship marketing have a complementary  effect. Direct marketing has been being seen as a tool for improving  relationships which also establishes an exchange of views between the  consumer and the business if not a full blown relationship. Direct  marketing and relationship marketing are also said to share a symbiotic  relationship that “allows contemporary marketers to utilize the best of  both disciplines to establish and maintain strong relationships with  their customers.” (Goswami, 2014)

Direct marketing is also a very important part of the IMC. Most  importantly it can be combined with other promotional elements to  achieve brilliant results. It can be used to inform the prospective  customers of sales promotion events and in combination with the public  relations tools also. It uses online tools and methods to elicit a  response from the customers or to close a sale. Direct marketing is used  to encourage first time as well as repeat purchases. Used in  conjunction with the other IMC elements it can make the promotional mix  of a company highly effective.

                                                          Reference

Goswami, A. (2014). Direct Marketing and Relationships Marketing: Theoretical Approach. In Global Journal of Business Management. Retrieved from http://globalvisionpub.com/globaljournalmanager/pdf/1417412418.pdf