Future Prospects of Direct Marketing Media

Tesis , 2000 , 82 Páginas , Calificación: 2.2

Economía de las empresas - Marketing en línea y fuera de línea

“All the armies of the world are not as powerful as an idea whose time has come.“ This liberal translation of the famous Victor Hugo quote applies to direct marketing as it exists today. Only 20 years ago, direct marketing was considered a speciality employed by book publishers, record clubs or magazine publishers seeking subscriptions. Meanwhile direct marketing has become a marketing tool utilised by more than half the U.S. Fortune 500 companies. Realising the growing importance of direct marketing in addition to traditional advertising, major advertising agencies such as Young & Rubican (Y&R) and Doyle Dane Bernbach (DDB) purchased the most famous specialised agencies in this field and worked with them to bring both general and direct marketing clients the combined expertise of both disciplines.

Due to direct marketing’s success it is now the basis for various subdisciplines. Database marketing, relationship marketing, one-to-one marketing, integrated marketing, and others all offer interesting extensions and variations of direct marketing’s basic techniques. More and more companies, in Europe and the United States, are using direct marketing as one part of their overall marketing mix. But even with enormous advances in analytical and computer capabilities, many direct marketing attempts fail to achieve their potential or, worse, fail to work at all due to a misunderstanding of their advantages and disadvantages. Therefore the aim of this thesis will be to examine the characteristics of direct mail, outbound telemarketing and online direct marketing, and to explore their specific advantages & disadvantages in order to enable their effective utilisation in todays' business world.

At the beginning of this thesis direct marketing’s evolution and development over time will be analysed. The thesis continues with a description of these three direct marketing media and an evaluation of their respective advantages and disadvantages under the headings of communication, privacy, design and media. These four categories have been chosen, because they are the most important elements for the future of successful direct marketing. After analysing the current situation the future prospects of the three direct marketing media will be demonstrated by examining how their various characteristics fit into the future. Finally a case study was conducted to determine to which degree the analysed arguments were applicable.

Inhaltsverzeichnis (Table of Contents)

• INTRODUCTION
• THE FUNDAMENTALS OF DIRECT MARKETING
  • The meaning of Marketing today
    • Shift from traditional Marketing towards Direct Marketing
    • Fundamentals and core values of Direct Marketing
    • Database Marketing
    • Similarities & Differences between traditional Marketing and Direct Marketing.
  • Trends supporting the shift towards direct marketing in particular
    • Individualisation
    • Product & Media fragmentation
    • Time spending
    • Information technology
• COMPARISON OF THE MAIN DIRECT MARKETING MEDIA
  • Main direct marketing media in context
    • Dimensions of direct marketing and its media
    • Direct mail
    • Telemarketing
    • Online direct Marketing
  • Advantages & disadvantages regarding communication
    • Direct mail
    • Telemarketing
    • Online direct marketing
  • Advantages & disadvantages regarding privacy
    • Direct mail
    • Telemarketing
    • Online direct marketing
  • Advantages & disadvantages regarding design
    • Direct mail
    • Telemarketing
    • Online direct marketing
  • Media specific advantages & disadvantages
    • Direct mail
    • Telemarketing
    • Online direct marketing
  • Summary
• FUTURE PROSPECTS OF DIRECT MARKETING
  • Direct mail's future
  • Telemarketing's future
  • Online marketing's future
  • The integrated future
• CASE STUDY: ROBA
  • The implementation of online direct marketing
  • The implementation of direct marketing media in the process of creating a new distribution channel
• CONCLUSION
• ABBREVIATIONS
• EXHIBITS IN THE TEXT
• APPENDIX
• BIBLIOGRAPHY - Literature
• BIBLIOGRAPHY – Internet
• BIBLIOGRAPHY – Interviews

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to provide a comprehensive analysis of the main direct marketing media, namely direct mail, outbound telemarketing, and online direct marketing. It examines their specific advantages and disadvantages in order to enable their effective utilization in today's business world. The thesis also explores the future prospects of these media in the context of the new millennium.

• The evolution and development of direct marketing
• A comparative analysis of the advantages and disadvantages of direct mail, telemarketing, and online direct marketing
• The future prospects of each direct marketing medium
• The integration of direct marketing media into a comprehensive marketing strategy
• A case study of Roba Baumann GmbH, a wholesaler of children's accessories, to illustrate the practical application of direct marketing principles

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter provides an introduction to the topic of direct marketing, outlining its historical development and its growing importance in the modern business world. It also discusses the shift from traditional marketing to direct marketing and the factors that have contributed to this change.

Chapter two delves into the fundamentals of direct marketing, exploring its definition, core values, and key concepts such as database marketing and relationship marketing. It also examines the similarities and differences between traditional marketing and direct marketing.

Chapter three presents a detailed comparison of the main direct marketing media, including direct mail, telemarketing, and online direct marketing. It analyzes their advantages and disadvantages in terms of communication, privacy, design, and media-specific characteristics.

Chapter four examines the future prospects of each direct marketing medium, considering how their characteristics will adapt to the evolving business landscape of the new millennium. It also discusses the potential for integrated direct marketing strategies.

Chapter five presents a case study of Roba Baumann GmbH, a wholesaler of children's accessories, to illustrate the practical application of direct marketing principles. It examines the company's implementation of online direct marketing and its use of direct marketing media to create a new distribution channel.

Schlüsselwörter (Keywords)

The keywords and focus themes of the text include direct marketing, direct mail, telemarketing, online direct marketing, communication, privacy, design, media, future prospects, integrated marketing, case study, Roba Baumann GmbH, and the new millennium.

• Universidad: International School of Management Dortmund
• Calificación: 2.2
• Autor: Roman Keilhacker (Autor)
• Año de publicación: 2000
• Páginas: 82
• No. de catálogo: V185435
• ISBN (Ebook): 9783668598621
• ISBN (Libro): 9783867463300
• Idioma: Inglés
• Etiqueta: future, prospects, direct, marketing, media