Seeking Direct Compound Marketing Cases Questions about Direct Compound Marketing

The word "straight" in direct marketing refers to the direct sale to consumers without distributors, and the word "fu" may refer to the communication and interaction between enterprises and customers, and customers have a clear reply (buy or not) to the company's marketing efforts.

Direct marketing is mainly achieved through a third party**, which determines that its marketing data may be indispensable. In practice, in order to avoid over-reliance on data and prevent data distortion, enterprises generally conduct a large-scale marketing survey or in-depth interview to make strategic decisions. For example, in 09 years, when we integrated resources and made marketing strategy decisions for a small and medium-sized maternal and infant product sales company, we adopted the directory marketing + network marketing model in direct marketing, and conducted a 20-day marketing survey for the representative residential communities and maternal and child health hospitals in the region, and carried out the later development planning of the enterprise through the detailed data obtained from the first-line investigation.

Regarding the third question, I can't do anything, and the imperfection of the current third-party platform in China determines his bumpy development. The development of third-party payment platforms has a long way to go.

As for the bus advertising or building advertising, I think it is still very promising to achieve a wide range of direct marketing, or it must be achieved through a third party.

At present, I am mainly engaged in sales management and business management, and I have also participated in some marketing planning. If necessary, you can communicate with each other

With the diversification of consumer needs, modern marketing has shifted to the era of two-way communication. Every consumer expects their voice to be heard, to be understood, but before the traditional mass marketing does not have a perfect model to meet such consumer needs, in the face of a huge consumer group, complex customer needs, in order to better meet the needs of consumers, direct marketing is a very good way to solve such a problem.

From the perspective of marketing media and channels, if the traditional marketing model mainly carries out marketing through traditional media and channels, then direct compound marketing is mainly based on interactive media, or a marketing activity that combines interactive media and traditional media. These interactive mediums include what we are familiar with, such as direct mail, email, SMS, etc., as well as MSN QQ that we didn't realize, as well as the future of 3G and digital cable TV.

The father of direct marketing - Leicester. Wyman.

Leicester. Wunderman is the founder of Wunderman and is recognized as the "father of direct marketing", pioneering a new way of selling products and services. Through a large multi-**** organization, he set off a direct marketing breakthrough movement, which led to the creation of Columbia Record Club, a record mail order company, and American Express, a travel and entertainment credit card business.

1. Professional journey.

1. Encourage dialogue between consumers and advertisers. Advertisers have always had the right to speak, and consumers are just listeners.

2. Yes, I've always felt this way, I'm pioneering. I mean, I grew up in a stressful time with tough problems where people had to survive by being inspired and solving problems.

3. The CEO represents not the tactics of the enterprise, but the philosophy of the enterprise. Therefore, if direct marketing can be purchased, it must be at a strategic level rather than a tactical level. To strategically do it, it must be satisfied and approved by the CEO.

4. Once, in my early years, if someone asked me what I did at a cocktail party? When I told them I was doing direct greeting marketing, they all laughed at me. If I do the same on any occasion, they will probably be respected.

This is true for all practitioners. We don't have to advertise the appendages.

5. There are two forms of advertising: one is to appeal for impressions and attitudes, and the other is to appeal for reactions and specific information.

Second, new marketing insights.

1. If there is one word that I have to identify the essence of dialogue as I did before, it is "relevance". It's not just about saying something to everyone, it's trying to try to tell people about something that happened at a certain moment. Li Cheng's ideal state is to deliver the right message to the right person at the right time.

It would be perfect to be able to do that, and maybe that's the pinnacle of advertising for a few of us.

2. Procter & Gamble or some other company set up a similar club and use the Internet to do perfect marketing and communication**. But it didn't happen at all. Hopefully there will be a day when it will come true.

3. The Internet provides people with a quick comparison. People don't have to go to a store to compare in person**, there is a good article on the front page of Wall Street**. It introduces how consumers can conquer retailers through centralized purchasing strategies.

They form a group, agree on a meeting place, and bargain together with retailers. After meeting the retailer, they asked for a discount. In other words, it's the consumer, not the retailer, who makes the decision, which is revolutionary.

3. Approach the master of Zen crack.

I think the defining moment was when I shut myself up and wrote my speech to MIT. That's when I realized that I wasn't writing a tactic, a strategy or a plan, I was working on a fundamental change in how marketing evolved. Suddenly, I went from being a tactical designer to a strategist, and not only that:

He is also an advocate and messenger. I simply found that I knew that my life's work would go on.

(1) The network provides enterprises with the possibility of one-to-one information communication with consumers, so that enterprises can organize production and marketing activities according to the needs of users, and obtain profits while meeting consumer needs, so as to achieve a win-win situation between enterprises and consumers, which coincides with the "two-way information exchange" between direct compound marketers and target customers advocated by direct compound marketing.

2) The transaction activities carried out through the Internet provide consumers with a convenient way to communicate directly with the enterprise, and consumers can directly reflect their opinions and suggestions on the enterprise and products to the enterprise, and can also complete the entire transaction process through the network, which is fully in line with the requirements of direct compound marketing to provide each target customer with a direct response channel to the marketer.

3) The network provides consumers with a trading platform that is not limited by geography and time, so that consumers can communicate directly with enterprises at their own convenient time and place, which fully realizes the requirements of "two-way information exchange" between enterprises and customers at any time and any place emphasized in direct compound marketing.

4) In the network marketing activities, the communication process between enterprises and consumers can be recorded through database technology and network technology, therefore, the development of technology provides a low-cost customer relationship management and transaction process management method for network enterprises, and the most important characteristic of direct compound marketing activities is to have the method of measuring the effect of direct compound marketing activities, therefore, network marketing also meets the requirements of direct compound marketing at this point.

Reduce the sales process and directly face the end consumer.

The American Direct Marketing Association (ADMA) defines direct marketing as an interactive marketing system that uses one or more advertisements** in order to generate a measurable response and/or close a deal anywhere. As an interactive two-way communication channel and the Internet, it can be very convenient to build a bridge between enterprises and customers, and customers can order and pay directly through the network, and enterprises can receive orders and arrange production through the network, and directly send products to customers.

Direct marketing is a marketing system that uses one or more types of advertising** in order to generate a measurable response and/or lead and trace transactions anywhere.