The Growing Use of Integrated Direct Marketing

Last Updated on Fri, 01 Sep 2023 | Sales Force

Companies are increasingly recognizing the importance of integrating their marketing communications. Some companies are appointing a chief communications officer (CCO) to supervise specialists in advertising, sales promotion, public relations, and direct on-line marketing. The aim is to establish the right overall communication budget and the right allocation of funds to each communication tool. This movement has been variously called integrated marketing communications (IMC), integrated direct marketing (IDM), and maximarketing.3

How can direct marketing be integrated into campaign planning? Imagine a marketer using a single tool in a "one-shot" effort to reach and sell a prospect. An example of a single-vehicle, single-stage campaign is a one-time mailing offering a cookware item. A single-vehicle, multiple-stage campaign would involve successive mailings to the same prospect. Magazine publishers, for example, send about four renewal notices to a household before giving up. A more powerful approach is the multiple-vehicle, multiple-stage campaign. Consider the following sequence:

News campaign about a new product ^ Paid ad with a response mechanism ^ Direct mail or e-mail ^ Outbound telemarketing ^ Face-to-face sales call ^

Ongoing communication

For example, Compaq might launch a new laptop computer by first arranging news stories to stir interest. Then the firm might place media ads as well as Internet banner ads offering a free booklet on "How to Buy a Computer." Next, Compaq would mail the booklet to those who responded, along with an offer to sell the new computer at a special discount before it arrives in retail stores. Suppose 4 percent of those who receive the booklet order the computer. Compaq telemarketers then phone the 96 percent who did not buy to remind them of the offer. Suppose another 6 percent now order the computer. Those who do not place an order are offered a face-to-face sales call or demonstration in a local store. Even if the prospect is not ready to buy, there is ongoing communication.

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Readers' Questions

  • Yorda Abaalom
    Is integrated direct marketing a singlevehicle, multiple stage campaign?
    1 year ago
    • No, integrated direct marketing is not a single-vehicle, multiple stage campaign. Integrated direct marketing is a comprehensive marketing strategy that uses a combination of marketing channels and activities to target consumers and build relationships with them. It can include direct mail, email, online advertising, social media, and other activities.