Chapter 30 Chapter 28 Simplified Direct Marketing

Direct response marketing involves contacting carefully targeted individual customers directly to get immediate answers and foster lasting customer relationships.Direct marketers communicate directly with customers on a one-on-one basis.Whether used as a complete business model or as an addition to a broader marketing mix, direct marketing offers many benefits to buyers and sellers. Direct marketing can be said to be the earliest commercial distribution method of human beings, and it belongs to one of direct marketing.Direct marketing is also called direct marketing. Regarding the definition of direct marketing, there are many opinions given by academic circles from different levels, but the most widely accepted is the definition under the American Direct Marketing Association (ADMA) - direct marketing Marketing is a system of interactions with marketing that utilizes one or more advertising media to influence transactions and measurable responses in various regions.It can also be understood as product producers, manufacturers, and importers deliver products or consultations to consumers through media (DM mail, TV shopping channels, and the Internet).

In contemporary society, with the rapid development of media and communication technology, direct marketing has become the fastest growing marketing method.The popularity of direct marketing is mainly due to the many benefits it can bring to buyers and sellers.For buyers, they can enjoy the convenience, speed, information interaction and personalization brought by direct marketing. The media interacts with sellers, obtains specific information about products or services, and can order directly; for sellers, they can directly contact the market at low cost and grasp first-hand market information, and this is also a way to establish and maintain relationships with customers effective method.For example, their one-on-one interaction with customers can often obtain important information that is difficult to obtain from other channels, so that they can better grasp the needs of customers.

For Philip Morris (hereinafter referred to as Philip Morris), you may be relatively unfamiliar, but when it comes to its Marlboro, I am afraid that everyone knows it.Mr. Philip Morris founded the tobacco company in England in 1847. In 1902, his successors opened an agency in New York and began selling a series of brands of cigarettes produced by the company, including Marlboro cigarettes. In 1919, Philip Morris was formally established in the United States. Subsequently, under the dual pressure of tobacco control and competition, the traditional mass marketing methods could no longer serve the sales and marketing strategies of tobacco companies well, and tobacco companies began to turn their attention to direct marketing with lean effects. In 1976, Philip Morris officially adopted the direct marketing strategy. They first achieved great success in the promotion of Merit and other brands of cigarettes, and initially established a consumer database.Later, in order to promote a new variety of Marlboro cigarettes, Philip Morris sent a questionnaire to consumers of competing brands of the same variety, and attached five packs of samples of new Marlboro cigarettes and a coupon for purchasing new Marlboro cigarettes coupon.In order to encourage potential consumers to send back the designed questionnaires, Philip Morris not only gave cigarette samples and discount coupons as rewards, but also organized a lottery for replying, and lucky winners could get famous sports cars.As a result, they received a considerable number of responses.With these detailed consumer data, Philip Morris then used direct marketing methods to conduct two-way communication activities with consumers directly, launched a fierce offensive, and won a large number of consumers of competing brands.Soon, this new variety of Marlboro cigarettes swept the American tobacco market.

It can be seen from Murphy's direct marketing methods for Marlboro that a good customer database is the prerequisite for efficient direct sales. The customer database will include a lot of information, such as geography, population, behavior and psychology.The data in the database can help companies identify potential customers, and can also help companies improve and upgrade products and services, so as to continuously and accurately meet customer needs. It is also with the intervention of these media and databases that endow direct marketing with great potential for development.In addition, direct interaction with customers and potential customers is also a major feature. As an interactive and two-way communication channel, the network can easily build a bridge between enterprises and customers. Customers can directly order and pay through the network. , Feedback and complaints, enterprises can receive orders through the network, arrange production, and directly deliver products to customers. They can also learn from customer suggestions and customize personalized products for customers.As a modern marketing method, the popularity of the benefits of direct marketing will also increase.

Early direct marketers—catalog shopping companies, direct mail companies, and telemarketing companies—collected customer names and sold products primarily by mail and telephone.Now, driven by rapid advances in database technology and new marketing media—especially the Internet—direct selling has been reinvented. Direct marketing is an interactive marketing system that generates transactions or measurable responses in any location by means of one or more advertising media.Direct reply marketing and other marketing methods are dedicated to persuading consumers to buy their products or services, but in direct reply marketing, there are some more special contents than ordinary marketing methods, the most important of which are Its individual communication to the individual.Therefore, compared with other marketing methods, it is more precise and targeted.

In addition, another typical feature of direct marketing is that it needs to be implemented with the help of media channels.The development of media has also led to the change of direct marketing, which has become the trend of modern marketing methods. One and a half years ago, Vandenberg came to China and became a member of the decision-making team of TNT China.Under his suggestion, in January this year, TNT made an extremely important decision: to implant the direct marketing popular in Europe and the United States, a marketing model of "precisely hitting" target customers, into China, which is full of temptations.This is the origin of Shanghai Tiandi Zhifu Marketing Planning Service Co., Ltd.Vandenberg became CEO of the new company.

TNT has carried out direct marketing in Europe for 25 years.Direct marketing has become an important part of people's life in Europe.What is direct marketing?To put it simply, if a car company is about to launch a new car, general mass advertising will convey this information to everyone.But the reality is that not everyone is interested in buying this car. "At this time, a company like TNT will use the existing database to tell the company where your target consumer group is." Vandenberg said. By telephone, letter, email or other delivery methods, TNT told those interested in buying the car one by one, the specific performance and basic price of this new car, as well as the company's preferential promotions to give back to customers.Afterwards, TNT will communicate with these customers to understand their opinions on this model, and then feedback the rolling information to the car company.

Vandenberg said that TNT's China strategic plan is complex and practical.While he believes "the business in China will be as good as it is in Europe," "the job looks simple, but it's quite cumbersome," Vandenberg said.Transplanting European experience to China will once again test his patience and carefulness.Although Vandenberg is not familiar with China, he said "this is a good mission". TNT company makes full use of various direct marketing channels to implement its precise marketing strategy, and has become a model in the industry.Direct marketing originated in the United States, and it also has a strong market in the United States.According to relevant statistics, as far as the US retail industry is concerned, in recent years, the average annual growth rate of direct marketing sales in the United States has been 10%-15%, and its development speed is twice that of the traditional retail industry.It can be seen that direct marketing is better at tapping potential markets and plays a huge role in promoting the development of marketing.

Of course, direct reply marketing adopts different methods of direct communication with customers, which can be classified into specific categories. Generally speaking, the main channels of direct reply marketing are: face-to-face sales, direct mail marketing, catalog marketing, telemarketing, TV marketing And other media marketing, with the development of Internet and communication technology, website marketing and e-mail marketing, as emerging marketing methods, have a strong momentum.After introducing each single direct marketing method, we will also describe the comprehensive utilization of these methods - integrated direct marketing.

Personal selling is when marketers communicate directly with customers face-to-face to sell products to customers and build relationships with customers.We're all too familiar with businesses hiring salespeople to sell products and services to consumers around the world, but salespeople can also be found in many other types of establishments. Face-to-face marketing is also called personal selling. It is a sales promotion method that makes middlemen or consumers take purchase behaviors through salespersons going deep into middlemen or consumers to carry out direct publicity and introduction activities.Face-to-face marketing is a very primitive way of sales promotion. In modern society with highly developed commodity economy, it is still the most important form of sales promotion in modern society.

This face-to-face sales method can be subdivided into three forms - door-to-door sales, counter sales and conference sales.The most common thing in life may be door-to-door sales, where salespeople bring product samples, brochures and orders to visit and sell products; counter sales mean that a company sets up a fixed store in an appropriate place, and salesmen receive customers who enter the store to sell products.It can be seen that over-the-counter sales are just the opposite of door-to-door sales. It is a door-to-door sales method.In comparison, over-the-counter sales may be easier for customers to accept. Customers have the right to choose independently, but door-to-door sales also have their own advantages. Because they are active sales, they can better grasp market demand and can meet customer needs. provide effective service.Conference marketing refers to the use of various conferences to promote and introduce products to participants and conduct sales activities.The advantage is that it has a huge momentum, can attract more customers, can sell products to multiple sales targets at the same time, has a large turnover, and has a good sales effect.Commonly used conference marketing methods include trade fairs, exhibitions and order fairs. Joe Gillard is the most famous marketing expert in the world, and he was honored as "the greatest salesman in the world" by Guinness World Records.He didn't enter the car sales industry until he was 35 years old. He had no contacts, only a desk, a phone and a 4-page phone book that he tore off. This was the beginning of Joe Girard's becoming the king of global car sales.He can only grope for himself and try his best to sell the car. Joe Girard found that many salesmen felt embarrassed to be in the business, but he told the world firmly that he was proud to be in car sales, "My name is Joe Girard, and I will Show up at your house 12 times, when you want to buy a car, you will think of me!" This is Girard's famous quote.He thinks that all the people he already knows are his potential customers. For these potential customers, he sends about 12 advertising letters every year, each time in different colors and forms, and try to avoid using the same words and expressions on the envelopes as possible. His industry-related name. Don't underestimate these printed materials, they play a big role.When many customers come to the holidays, they often ask their wives: "Is there any letter from anyone during the holidays?" "Another card from Joe Girard!" In this way, there are 12 opportunities each year for Joe Girard's name to come to the family with joy.Joe Gillard didn't say a word: "Please buy my car!" But this kind of "unspoken words", not talking about sales promotion, left people with the deepest and best impression. When they think about buying a car, Joe Girard is often the first thing that comes to mind. Joe Girard adopted the method of door-to-door sales. His success is also a model of face-to-face sales.In face-to-face sales, the two parties are in direct contact, and can capture and grasp each other's attitude, atmosphere, emotion, etc., which is conducive to the salesperson's targeted communication work, alleviating various doubts, and guiding the desire to buy.In addition, the sales staff demonstrate the products on the spot, answer questions, and guide the use of the products, so that the target customers can contact the products face to face, so as to be sure of the performance and characteristics of the products, which is also easy to trigger their purchase behavior. In the process of sales promotion, salespersons deal directly with customers, and it is easy to gradually generate trust and understanding, deepen the relationship between the two parties and establish a good relationship, thus cultivating loyal customers.At the same time, on the one hand, the sales staff can timely and accurately transmit the enterprise information to the target customers, and on the other hand, they can feed back the market information, customer requirements and suggestions to the enterprise, which also provides a basis for the enterprise to adjust its marketing policies.Of course, the face-to-face marketing method is more expensive, and it is more dependent on marketing personnel, and has higher quality requirements for them.No pain, no gain, and the effect of face-to-face sales is often more obvious than other methods. Direct mail marketing is sending a product, brochure, reminder, or other item to someone at an address.Direct marketers send thousands of mailings a year—letters, advertisements, samples, brochures, CDs, and other “winged salesmen”—with the help of highly selective mailing lists.Mail order accounts for nearly 24% of all media spend and more than 32% of direct sales. Direct mail marketing, as the name suggests, is a marketing process in which direct mail is used as the release carrier of enterprise products or services, and target market members make inquiries or orders through designated channels (such as telephone calls, letters, etc.) according to the release information.The recipients of emails are generally identified as potential customers after being screened by the company. The selection of the target market is highly pertinent, and this is a flexible and personalized method, and the effect is easier to measure . Of course, compared with mass media such as TV and magazines, mailing is a more costly channel to contact the public.But its target audience is potential ideal customers, and the cost is less than face-to-face marketing.It has also been proven by numerous facts that direct mail marketing has been relatively successful in promoting the sale of goods or services.And with the development of technology, many companies have transferred the medium of direct mail to CDs, which are used in conjunction with the Internet, promoting such a low-cost way to increase traffic to customer-customized websites.At the same time, with the development of communication network, fax and e-mail have become a fast and convenient low-cost marketing means.However, due to people's emotional reasons for letters, the traditional mail method still prevails, and it still occupies a considerable proportion. Since 2009, Shandong Provincial Postal Company has launched a pilot project of direct mail service for small and medium-sized enterprises, and has achieved initial results in helping small and medium-sized enterprises reduce marketing costs and promote product sales during the financial crisis.At present, 34 small and medium-sized enterprises have formed or achieved sales (business) of 12.5 million yuan through direct mail. In May of this year, each of the 17 cities in the province selected a county (city, district) with relatively dense small and medium-sized enterprises and obvious industrial characteristics as a pilot unit, and selected 5 growth companies with certain industry representatives from each pilot county. Small and medium-sized enterprises shall be supported, and the Small and Medium Enterprises Office and the postal company shall provide appropriate subsidies for the letter postage of the pilot enterprises. At present, there are 86 small and medium-sized enterprises in Shandong Post direct mail pilot, involving marine fishery, food processing, clothing and textiles, fitness equipment, machinery manufacturing and other fields and industries.The cumulative number of letters sent is 457,000, and the average response rate of receiving customers reaches 27.9‰, which far exceeds the direct mail response rate calculated by foreign authoritative organizations, and even exceeds the statistics of TV, newspapers, radio stations, outdoor advertising and other common marketing communication tools. The response rate has not only played a good role in publicity and promotion, but more than half of the enterprises have achieved relatively obvious market effects. Among them, 34 small and medium-sized enterprises have formed or achieved sales (turnover) of 12.5 million yuan through direct mail experience, becoming An effective way for small and medium-sized enterprises to reduce marketing costs and promote product sales under the financial crisis. Such a direct mail marketing cooperation between Shandong Post and Shandong SMEs is a win-win way. The impact of this method on the marketing effect of SMEs can be seen. Direct mail marketing is also a form of precise media marketing, which can combine relevant information with The mailing method is accurately delivered to the target audience, and has the characteristics of precise classification, directional communication, good confidentiality, long-lasting effect, and relatively low cost. Letters are a popular way of human emotional communication. Marketing through email channels can also achieve the effect of shortening the spiritual distance with customers and cultivate high-loyalty old customers.However, due to its small area of ​​transmission, not only is it easy to cause repeated mailing and flooding, thereby increasing marketing costs, but also causing customers to feel disgusted. Some customers even pay great attention to personal privacy and tend to reject unfamiliar letters. Therefore, if they are not handled properly, You may even lose this group of people. Similar problems exist for advanced marketing channels such as e-mail. The proliferation of "spam" has seriously exacerbated this marketing environment, so that many mailboxes now have spam filtering programs to keep marketing e-mails out.Therefore, for direct mail marketing, the identification of target groups is very important. Doing a good job in this link can not only save costs, but also reduce the resistance of the public, which will also make marketing more efficient and effective. Catalog marketing is a direct selling method, which realizes sales by mailing printed materials, videos, electronic catalogs and other materials to selected customers.Technological advances and the increasingly direct and personal trend of marketing have brought exciting changes to catalog marketing.With the rapid development of the Internet, more and more catalogs tend to be electronic. Selling by mailing catalogs to carefully selected consumers or equipping stores with catalogs is catalog marketing.Strictly speaking, a catalog is not an independent direct marketing medium, it is just a unique form of direct mail marketing.Some companies also sell or give away catalogs to passers-by for free in the newspaper market, thus breaking through the time or space constraints in trading activities. After receiving the catalog, consumers can choose according to their preferences, and put forward order requirements through written order forms, telephone or computer, such as product numbers, specifications, sizes, colors, etc., and provide their names, mailing addresses, Zip code, etc., in order to facilitate the receipt of the purchased goods.The payer usually takes the form of bank check or postal remittance, and credit card can also be used. With the development of online payment technology, some very popular third-party payment platforms have emerged, such as Alipay and Quick Money in my country. The growth of catalog marketing also played a huge role. For home furnishing giant IKEA, distributing catalog brochures to locked consumer groups is far cheaper and more effective than overwhelming advertisements.IKEA's catalog brochure is beautifully made, integrating home fashion and home art. It can be said to be the pinnacle of IKEA's self-packaging; it is also very suitable for busy people who have no time to go shopping. There is a wide range of choices and the ability to shop at the lowest prices, which is loved by many new middle class. Since the 1999 edition, when IKEA tentatively printed a 32-page product catalog, this marketing method has occupied a very important position in its marketing strategy.Ikea has worked hard to cut costs and expand its presence in China, where the world's lowest prices for many of its products are found, as local rivals compete with notoriously price-sensitive Chinese consumers.IKEA's product catalog can be understood as a price reduction promotion manual.Therefore, in the 2003 and 2004 editions of the product catalog, price cuts and creativity are two major banners, and they stand tall. In the 2005 edition of the product catalog, the banner of price reduction was raised even higher. In the short article on the first page, the manager of China wrote, "In China, we have been committed to reducing the price of products." Down arrows abound. The inexhaustible marketing magic weapon of the IKEA catalog is a useful guide to the new middle-class lifestyle and a constant wave of price cuts to promote sales.Every September, IKEA will launch a new product catalogue, which is as thick as the telephone yellow pages.IKEA not only promotes sales through catalog marketing, but more importantly, through this exquisite catalog, further consolidates the brand image, enhances brand reputation and customer loyalty. IKEA's product catalog manual has become a major feature of its brand. It not only has a beautiful appearance, but more importantly, it provides customers with a lot of practical product information, which is convenient for customers to choose and buy.A successful product catalog not only contains a lot of information, many types of products and services, but also has a clear layout, which is convenient for customers to compare and choose; paper catalogs are generally beautifully printed, and electronic catalogs are generally beautifully produced to make customers pleasing to the eye. It is beneficial to generate emotional appeals to customers and make them make purchase decisions, and customers may save the catalog out of love and future use, thereby enhancing the promotional effect of the catalog. In addition, according to the object of catalog marketing, it is usually divided into two categories: catalogs for consumers and catalogs for business organizations.Consumer product catalogs for consumers can be classified according to the type of goods listed, target market, catalog image and quality.In contrast, due to the large number of individual consumers, the circulation of consumer product catalogs is significantly larger than that of corporate catalogs.In recent years, monopoly product catalogs are in a dominant position in today's catalog marketing market, and are increasingly replacing traditional general commodity catalogs, making catalogs more specialized.Due to the influence of our country's traditional culture, catalog marketing has a very good effect on the cultivation of customer emotion, and it is already an efficient marketing method in our country's enterprises. New email ads use a variety of dazzling features, such as animations, interactive links, video clips, anthropomorphic audio messages, etc., to reach customers or potential customers and grab their attention.But as people get more and more e-mails, they start to resent these unwanted guests.Smart marketers are back to using a permission-based approach to sending email ads to those who want them. Email marketing is a kind of direct mail marketing, which is the product of direct mail marketing and the development of the Internet.Email marketing based on user permission is different from spamming email marketing. Permission marketing has obvious advantages over traditional or permissionless email marketing, for example, it can reduce the nuisance of advertisements to users and increase the potential customer positioning Accuracy, enhanced relationship with customers, increased brand loyalty, etc. According to all forms of target user email address resources, it can be divided into internal list email marketing and external list email marketing, referred to as internal list and external list.The internal list refers to the method of using the registered user information of the website to carry out email marketing, and the common forms are newsletter, member newsletter, electronic publication, etc.; the external list is to use the user email address of the professional service provider to carry out, usually in the form of Send information to users of service providers in the form of email advertisements.Of course, email marketing also includes three indispensable basic elements: based on user permission, sending information through email, and information is valuable to users, otherwise it cannot be called permission email marketing. "Xin Jiangnan" is a travel company. In order to promote the company's travel projects before the "May 1st Golden Week", the company's marketing staff plans to use email marketing as one of the key strategies.This activity plans to use Shanghai as a pilot city, and select some users who meet the marketing positioning to send email advertisements.With very limited marketing resources in-house, professional services were needed to send email campaigns.After comparative analysis of mailing list positioning, quotation and services provided, among many websites that can provide email marketing services, "Xinjiangnan" finally chose Sina Shanghai Station, which has a report on Shanghai The electronic weekly magazine of white-collar life in the city has more than 300,000 subscribers. This electronic magazine will serve as the main information delivery carrier for this e-mail marketing. In order to ensure the ideal effect of this activity, it is planned to send email marketing information for four consecutive weeks, and the sending time is set to be every Wednesday. The first two times are mainly for corporate image promotion, and the last two times are for the promotion of the company's new travel routes.Next, the main task of the company's marketing personnel is to design the content of the e-mail advertisement, which is made separately for the internal list and the external list, and the content is different every week. After the e-mail marketing campaign ended, the network marketers were surprised to find that during the e-mail marketing period, the average daily visits to the company's website increased by more than three times compared with the previous month, and the average daily number of unique users exceeded 1,000. The highest record of the number reached more than 1,500 people in a single day. "Xin Jiangnan" company's email marketing channel has greatly increased the number of website visits, which is also a good start for its next marketing promotion.Through the case, we can also find that for enterprises, there are three basic issues that they are most concerned about in email marketing: which users to send emails to, what content to send emails, and how to send these emails.These are also the three basic problems that e-mail marketing must solve. The determination of the target object not only depends on the marketing strategy of the enterprise, but also depends on the technical realization of user data management to ensure the effectiveness of the user's joining and exiting the list, as well as functions such as mail sending and effect tracking; the content of emails, This is the key link to determine whether the recipient of the email is interested in it. The content is informative, the interface is friendly, and there is value to the user, so that the recipient's desire to consume will be aroused, and it will not be entered as spam. cold palace".Of course, only under the premise that users voluntarily join the mailing list and obtain enough user email address resources, email marketing can play a role. Email marketing is the most economical way for merchants to approach existing customers and potential customers. If it is done properly, it will get rich returns quickly; but if it is ignored, it will often be turned into spam.No customer is willing to read an email that is worthless to him, and no customer can endure the harassment of countless spam endlessly.If you plan to do something, you must do your best to do it well.If you haven't addressed the three basic questions about email marketing, then you need to think carefully about your decision. Telemarketing is to use the telephone to sell goods directly to customers, and it has become the main means of direct sales promotion.Today, telemarketing accounts for 38 percent of all direct media spend and 36 percent of direct sales.We're all familiar with direct-to-consumer telemarketing, but B2B marketers also use telemarketing extensively, accounting for 58 percent of sales by telemarketing. Salespeople sell goods and services to potential customers by telephone, or use the telephone to automatically dial, and then record and play the recording to make sales. This is telemarketing.Of course, telemarketing is not about randomly making a large number of calls and relying on luck to sell products or services.Like email marketing, this approach tends to turn consumers off.Therefore, in a strict sense, telemarketing should refer to the use of communication technologies such as telephones and faxes to achieve planned and efficient marketing practices such as maintaining and expanding customer groups and improving customer satisfaction. Compared with direct mail marketing, telemarketing can be regarded as real direct marketing, which can be closer to customers, more targeted, and can quickly get customer feedback; compared with face-to-face marketing, it can not only communicate directly with customers simultaneously , to obtain feedback information in a timely manner, but also has a relatively low marketing cost.Of course, telemarketing also has its limitations, such as the need for telemarketers to have good communication skills; the requirements for the determination of target users are also higher. Compared with spam, harassing calls are often more offensive, and even have a kind of privacy. The insecurity of being leaked hinders the development of telemarketing.If telemarketing is implemented properly, it will not only enable enterprises to grasp customer needs in a timely manner, expand sales and increase revenue, but also help establish and maintain long-term customer relationships. This is a well-known enterprise engaged in TV shopping and telemarketing in China. Since its establishment in 1998, its telemarketing business has grown at a rate of more than 50% every year.The company's call center platform was built with the help of Haofeng Technology, and Haofeng Technology's telemarketing solution was used.The call center business platform is the cornerstone of the enterprise's development.At the same time, the company is equipped with the following resources: 510 trunk lines, 490 agent terminals, 70 IVR devices, and three switchboards in multiple locations in China to connect calls to the call center.Since the enterprise built the call center as the basic work platform for the entire business of the enterprise, its business scope, business content, business type, service quality, information accuracy, and information timeliness have been greatly improved.Sales have rapidly increased from several million per year at the beginning to hundreds of millions to more than one billion per year.It can be said that it is a successful enterprise in the telemarketing and TV shopping industry. The company has also grown step by step from the initial scale of 20 to 30 seats.While the company's sales have increased significantly and the quantity and variety of commodities sold have increased rapidly, the model of its core business support platform has not changed fundamentally, which provides a reliable guarantee for the stable and rapid development of its business.At present, the company is re-integrating platform resources, so that the systems of various points in the country form a large network-connected platform, and unite more upstream and downstream enterprises to form a retail sales market with telemarketing and TV shopping and e-commerce functions. There is a tendency to make waves. From the above examples of telemarketing, it can be seen that the successful use of telemarketing will bring great market growth to the enterprise.With the development and popularization of mobile communication technology, mobile commerce is also gradually involved in telemarketing. Today, everyone is using mobile phones, making the market for telemarketing infinitely expanded.Calls from telemarketers, advertising text messages, and mobile wireless advertisements are all familiar to us.Similarly, failed telemarketing ends up being defined as harassing calls and spam messages, which not only has no marketing effect, but even loses potential customers. If you want to do a good job in telemarketing, you must grasp some successful factors.For example, the company's choice of marketing products.Not all products are suitable for telemarketing, and FMCG is not suitable. Its profit is relatively low and its customer base is wide, so it is suitable for mass marketing and on-site sales promotion.In addition, operating experience and sales skills are also very important. The degree of participation in the telephone also determines the role of telemarketing in the marketing strategy, and often needs to be used in conjunction with other marketing methods to achieve the desired effect. There are two main forms of direct TV marketing.The first is direct advertising.Direct marketers buy TV time slots, usually 60 to 120 seconds, and use that time to introduce products and persuade people to buy, while giving customers a toll-free phone number to order.But television viewers also often encounter a 30-minute commercial or commercial about a product. TV direct sales is a sales method carried out by manufacturers or agents in the form of TV programs, which are usually inserted in channels and time slots with high ratings.These TV programs even have plots and stories, and have been carefully designed and packaged, with strong appreciation and entertainment. TV direct marketing is a kind of TV shopping, which refers to a sales method in which products are advertised by broadcasting commercials on TV and an order is made through a toll-free number displayed on the screen.However, direct TV sales are different from home shopping. Home shopping is an online marketing form that uses media such as TV and the Internet. Although consumers can also obtain a variety of product information from it, compared with direct TV sales, it is less entertaining. , and is often broadcast on a certain channel, which is likely to arouse the disgust of the audience. At present, there is a special TV shopping channel aimed at the public in need. In 2007, DHC TV direct sales advertisements from Japan began to be broadcast on major TV stations in China. DHC was founded in 1972. After entering the Chinese market in 2005, it operated the market through TV and network direct sales.However, DHC's TV direct sales are different from domestic TV direct sales in advertising.Domestic TV direct sales advertisements are mainly based on functional appeals, and commercials are produced in the form of effect comparison, field tests, testimonials, celebrity testimonials, gift promotions, etc. The broadcast time is as short as 1 minute and as long as 15 minutes. The advantage lies in the persuasiveness of the advertisement ，短期内能迅速产生销售；劣势在于广告片对品牌形象力的提升不够，不利于打造长线品牌。但DHC电视直销广告更多地采用了传统的化妆品电视广告的表现手法，播放时间不超过1分钟，不同的是把直销电话在电视广告片当中做了突出的表现，利用女孩甜美的声音将800订购电话唱了出来，以便让消费者加深记忆和印象，广告片并没有削弱对品牌形象力的提升。直销广告与品牌形象广告的结合，使这个近四十年的日本品牌在中国正表现出强劲的发展势头。当然该品牌的成功与其近四十年品牌文化的积淀和企业运作的经验也是分不开的。 DHC深谙电视营销之道，通过对电视营销特点进行扬长避短，牢牢抓住观众的心理，并成功打入了中国市场。电视直销属于现代营销手段的一种，在我国，由于其早期有着非常好的效果，使得其竞争异常激烈，呈现遍地开花的局面，但随之而来的就是各种夸张、虚假的广告词满天飞，使得相关企业诚信受到了人们的严重质疑，甚至出现了抵制的现象。可见，这是一个既存在暴利，又极其缺乏法制规范的一个销售渠道。 在客观陈述产品特点的前提下，如何将节目做得新颖，突出产品特点，选择哪个时段播放，以吸引住更多的观众，这些都是决定电视直销成败的关键。因此，在实施电视直销前，需要对目标客户群有着很深的了解，包括生活习惯、心理以及行为方式等。 当然，电视是直接营销的媒体之一，许多企业还采用互联网营销、信息亭营销等方式。结合自身的特点，采用不同的媒体作为营销渠道，也能达到同样的效果，甚至能更好地完成销售任务。比如Virgin公司在一些商店内安装信息亭，允许顾客从网上下载和购买单个歌曲或整张唱片，大大促进了唱片的销量。可见，直销媒体的选择，既需要根据企业自身特点来选择，也要考虑到消费大众对此的反应。 其实互联网技术对于营销的实践带来很多的影响。现在越来越多的公司开始利用互联网进行营销。例如互联网上常看见的弹出广告，这种技术可能也会影响到一些传统的渠道，比如说像电视。有很多常规的电视广告现在都转投互联网了，例如有一个叫“OpenV”的公司，就不仅做电视广告，还做在线视频。 网站营销也叫网络营销，简单地说就是借助网络来开展市场营销活动。它既包括在网上针对网络虚拟市场开展的营销活动，也包括在网上开展的服务于传统有形市场的营销活动，还包括在网下以传统手段开展的服务于网络虚拟市场的营销活动。网络营销是基于以计算机网络技术为代表的信息技术上的一种营销方式。 网络营销的产生，是科学技术的发展、消费者价值观的变革和商业竞争等综合因素所促成的。其所基于的网络一般都是指互联网，当然，也包括外联网和内联网，即应用互联网技术和标准建立的企业内部信息管理和交换平台。 作为国际上个人电脑销售排名第一的戴尔公司，其公司除了门店直接式销售pc外，其他最主要的营销方式就是网络营销，据戴尔内部消息，戴尔公司年营业额的40%～50%来源于戴尔公司的网站。戴尔公司一直以来的经营理念是：按照客户要求制造计算机，并向客户直接发货，使戴尔公司能够更有效和明确地了解客户需求，继而迅速地做出回应。 今天，戴尔公司利用互联网进一步推广其直线订购模式，再次处于业内领先地位。戴尔在1994年推出了网站并在1996年加入了电子商务功能，推动商业向互联网方向发展。今天，基于微软公司的操作系统，戴尔运营着全球最大规模的互联网商务网站。该网站销售额占公司总收益的40%—50%。戴尔PowerEdge服务器运作的网址包括80个国家的站点，目前每季度有超过4000万人浏览。客户可以评估多种配置，即时获取报价，得到技术支持，订购一个或多个系统。 戴尔作为一个国际性的公司，为更好地满足不同市场需求，在推行网上直销时专门针对不同区域市场推行特定的网上直销，有专门针对我国市场客户提供的直销服务，网站设计时用的是中文而且考虑了中国人的习惯，允许电话联系订货。改变了传统营销的手段和方式，而且在Internet上开展网络营销所具有的价格竞争优势。 戴尔的直销模式享誉全球，互联网更使得它的这种模式如虎添翼，得到用户的普遍赞誉，可见，网络营销不但能为企业带来利润，也为用户带来了方便。在网络营销中，互联网使信息的非对称性大大降低。消费者可以从网上搜索自己想要掌握的任何信息，并能得到有关专家的适时指导。另外，使用互联网，超越了国界和地区的限制，使得整个世界的经济活动都紧紧联系在一起。而且一项交易往往涉及多重买卖，所以这种连锁效应会大大促进网络营销的繁荣发展。 采用网络营销的公司应该对当前顾客和潜在顾客的需求有较深的了解，同时，制定的营销策略和营销计划要具有一定的针对性和科学性，以便于实施和控制，从而顺利完成营销目标。而且网络营销还具有低成本优势，如果营销策略具有很强针对性，则会在营销费用减少的同时，还能提高销售收入。总之，网络营销对企业来说，提高了工作效率，降低了成本，扩大了市场，给企业带来社会效益和经济效益，已经成为营销发展的趋势。 整合直销是一种更为有力的方式，它是一种认真协调多种手段、不同阶段的直销活动。这种活动可以极大地提高回应率。一封直接邮件可以带来2%的回应，再加上网站和免费电话则可以使回应率提高到50%。再加上一个设计恰当的外向营销电话还会把回应率再提高500%。 整合直复营销，就是将各种直复营销方式搭配组合起来使用，而不是使用单一的直复营销方式。由于各直复营销手段有着不同的特点，所以单一的营销方式很难满足企业的营销需求，这时，使用多种手段，分阶段进行的整合直复营销就能满足企业的增加回应、提高利润的要求。 在市场营销的发展过程中，最初都是机会导向以及产品导向的营销，发展到一定程度，就需要规章制度的规范，必然走向制度导向营销阶段，随着各方需求越来越复杂，市场营销达到一定成熟程度，必然会经历整合导向的营销阶段。整合直复营销，也就意味着会比单一直复营销方式要投入更多成本，而且对营销管理的要求也更高，但如果成功实施，其效果也是很可观的。 “夕阳美”公司经过短短四年的发展，迅速为广大老年人熟悉和喜爱，员工队伍从最初的几十人已经发展到全国目前数千人；经销市场从北京的单一市场发展到全国100多个城市。产品从初期的单一品种，已发展延伸到保健食品、高科技健康产品、纯天然健康产品、健康护身、高档床饰等多个系列几十个品种。夕阳美由单一的人员直销，发展成为以专卖店为中心，不断完善的店铺和无店铺互动的整合直接营销模式。 由夕阳美首创的整合直接营销模式，已成为中国保健品行业一种崭新的营销模式和典范。该模式以直销人员为根本、顾客信息资料为关键、全程服务为保证，以专卖店为中心，实现店铺营销和无店铺营销有机整合。通过店铺营销与无店铺营销的互动，增加了产品的信任度，并迅速提高了销售额，扩大了市场份额，提升了品牌的市场占有率；通过在商场、超市、药店、专卖店的大量铺货，方便了顾客购买，提高了销售效率。另外，店铺本身就有很好的宣传作用，通过店铺与无店铺营销方式的互动，迅速提升了产品和品牌的知名度和美誉度。夕阳美的这种营销模式已得到中国营销界的普遍认同。夕阳美大力开展作为产品销售和顾客服务终端的专卖店建设。同时，采用中央数据库对顾客进行个性化全程跟踪服务，顺利实行店铺营销和无店铺营销互动。 夕阳美店铺营销与无店铺营销的整合直复营销模式，已成为当今众多商家模仿的对象，其充分利用了各直复营销的特点，并将其很好的协调整合起来，大大提高了企业的销售效率。整合直复营销旨在通过营销模式的整合，提供顾客与潜在顾客清晰一致的讯息，以发挥最大的传播效益。风险低，投入小，这是直销的特点。对于整合直复营销，其费用低但成本未必低。虽然减少了中间的流通环节，但各项费用的支出，使得企业的管理成本也居高不下，实施效率不高，其利润率也不会比传统运作方式高多少。 对整合直销活动进行精心设计，是其成功实施的关键。合理的直复营销方式整合，加上周到的服务与浓厚的营销氛围，再贵的产品也能卖出去。但里面的环节太多，讲究太多，而且互相关联，需要不断创新，稍不留意，就有可能导致营销的失败。因此，何种阶段使用何种营销方式，如何进行该营销，如何管理整个过程，控制好营销成本，把好营销质量关，这都是企业必须要考虑的。