Future Prospects of Direct Marketing Media

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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to examine the characteristics of direct mail, outbound telemarketing and online direct marketing, and to explore their specific advantages and disadvantages in order to enable their effective utilization in today's business world. The text analyzes the evolution and development of direct marketing, evaluates its advantages and disadvantages in terms of communication, privacy, design, and media, and explores the future prospects of each direct marketing medium.

• The shift from traditional marketing to direct marketing
• A comparative analysis of the main direct marketing media (direct mail, telemarketing, and online direct marketing)
• The advantages and disadvantages of each direct marketing medium across communication, privacy, design, and media-specific factors
• The future prospects of direct marketing media in the context of changing market dynamics and technological advancements
• A case study illustrating the implementation of direct marketing strategies in a real-world business context

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the concept of direct marketing, tracing its evolution and development over time. The chapter defines marketing and direct marketing, highlighting the historical shift from traditional marketing to direct marketing. It discusses the key factors that influenced this shift, including the changing consumer landscape, advancements in technology, and the increasing need for targeted marketing strategies.

The second chapter provides a comprehensive comparison of the main direct marketing media: direct mail, telemarketing, and online direct marketing. The chapter evaluates the strengths and weaknesses of each medium across four key dimensions: communication, privacy, design, and media-specific factors. This analysis provides a detailed understanding of the unique characteristics and potential applications of each direct marketing medium.

The third chapter examines the future prospects of each direct marketing medium, considering the evolving market landscape and emerging technologies. The chapter explores the potential impact of these trends on the effectiveness and relevance of each direct marketing approach, highlighting opportunities and challenges for businesses in the years to come.

The fourth chapter presents a case study of Roba Baumann GmbH, a wholesaler producing children's accessories. This case study demonstrates the practical application of direct marketing strategies in a real-world business setting, providing insights into the implementation and effectiveness of these strategies in achieving specific business objectives.

Schlüsselwörter (Keywords)

The key terms and concepts explored in this text include direct marketing, traditional marketing, database marketing, relationship marketing, one-to-one marketing, integrated marketing, direct mail, telemarketing, online direct marketing, communication, privacy, design, media, and the future of direct marketing. The text also examines relevant frameworks such as the four Ps of marketing, the PESTE analysis, and Porter's Value Chain.