Role of New Communication Media in Direct Marketing

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Table of Contents

CHAPTER 01: INTRODUCTION1

Study Background1

Research Objectives2

Business Justification2

Academic Justification2

Justification of Research3

Research Question3

Supporting Questions3

Significance of study3

Structure of the Study:3

Introduction3

Frame of Reference4

Research Methodology4

Results and Discussion4

Conclusion and Recommendations4

Summary of Chapter 015

CHAPTER 02: FRAME OF REFERENCE6

Understanding the Marketing Process6

Marketing and Customers' Needs7

Direct Marketing - An Overview8

Direct Marketing and Relationships9

The Basics of Direct Marketing9

Factors involved in Direct Marketing10

Kindness10

Comfort10

Personalised11

Fast Service11

After sales service11

Strategic Customer Relationships11

Central Database12

Customer Analysis12

Customer Service12

Research Potential Clients12

Summary of Chapter 0216

CHAPTER 03 METHODOLOGY17

Introduction17

Data Collection Methods17

Study Limitations and Conclusion18

Summary of Chapter 0318

References19

CHAPTER 01: INTRODUCTION

Study Background

This study aims to understand the role of new communication media in direct marketing. In order to study the topic in detail, it is important to first understand the background of marketing and its importance for businesses. In contemporary business environment, marketing products and service has become an integral component of the business. Marketing is an important function because it is closely associated with gaining and retaining customers.

Customer relationship management is a way to optimize sales. Companies achieve this goal by offering tailored campaigns to customers. There are different communication mediums which are used for reaching to customers. The choice of the communication medium plays a vital role in direct marketing. Social media has emerged has a vital tool in marketing communication. Customer relationship management has initiated to adopt digital processes. Marketing professionals have started to rely on new communication media in order to develop and enhance relationships with customers.

According to Becker-Olsen et al (2011), customers often closely associate themselves with products or services they use. In the current business and environment the companies are striving for the increase as well as the maintenance of the values of their products. Marketing efforts of an organisation are directly associated with the image of its brands. It has been observed that the brands now become the wealth generators for many companies. Brands show the pathway to the company to take the competitive advantage. Therefore it would not be wrong to say that the brand is become the symbol of product which not only identify the product but it distinguish the personality of individuals (Flynn, Seiders & Voss, 2012, pp. 13).

In recent years, with the appearance of social media, traditional print and broadcast media as marketing tools have faced major challenges, as many newspapers and television channels have suffered audience reduction. Overwhelmingly, the majority of marketers, both business and political, have started to use some form of social media and other advanced communication methods for marketing products and services. The overall purpose of this research is to evaluate the role of new communication media as marketing tool (Flynn, Seiders & Voss, 2012, pp. 15).

Growing competition has forced the firms to continuously involve in effective marketing strategies that would help them in acquiring a competitive advantage over other companies, specifically their competitors. The rivalry in competition occurs due to one or more competitors feel that there is an opportunity to enter a particular market or that the pressure of retaining and attracting customers is ...