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Privacy and Direct Marketing Presentation

One of the most challenging issues for direct marketers is privacy. Privacy affects a direct marketer's ability to both find and reach its audience. This has been an ongoing concern for GGI and now is the time to address it in a formal manner. Prepare a presentation, to be given to GGI's senior management team, which answers the following questions related to direct marketing and privacy issues:

1. What is Direct Marketing (DM)? Describe at least three forms of communication that direct marketers utilize (e.g. direct mail catalogs). What are the key benefits and challenges with each of these three approaches? Give your answer from both the consumer point of view and from the marketer's point of view.

2. How do direct marketers obtain consumer information? What are some of the issues faced in effectively and appropriately using this data?

3. What is personalization? Give examples of personalized marketing. What does a marketer hope to achieve with a personalization strategy? What are the key factors of a personalized approach?

4. How could GGI use direct marketing in this project and at the same time protect the customer's privacy?

Solution Preview

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Companies aiming towards making dominant presence within the targeted marketplace require variety of marketing strategies, such as, direct marketing to the consumer. In some cases, the issue of privacy and confidential plays an imperative role - to determining if the onset of partaking in direct marketing is ideal for the desired outcome. Let's take a look at the variety of direct marketing positions to effectively communicating to the targeted demographic audience:

1. What is Direct Marketing (DM)? Describe at least three forms of communication that direct marketers utilize (e.g. direct mail catalogs). What are the key benefits and challenges with each of these three approaches? Give your answer from both the consumer point of view and from the marketer's point of view.

The direct marketing initiative is a form of advertising that directly connects the business to their desired consumer demographic audience. Advertising is imperative for the business to effectively communicating their services or products for promoting a proficient method for highlight the business. Thus, the primary objective for direct marketing entails a way to communicate directly to the customer with advertising methods ranging from post cards - to at times - telemarketing through the phone. Some common types of direct marketing entail the following:

- Direct Mail - the usage of an advertising model entailing the materials of either hard copy or at times social platform to effectively communicate the business brand's identity.

a. Consumer point of view can easily be informed of the new product or service and opt to keep the material or discard the material, so the overall outcome is a 50-50 chance for a positive response for the business.
b. Business point of view can truly offer a segmentation approach towards direct marketing aspects that is based on consumers buying patterns that indicate their interest to the company's product.

- Telemarketing - the usage of marketing techniques or sales tactics that ...

Solution Summary

The privacy and direct marketing presentation that aims in identifying strategic forms of communication to reach a designated targeted demograhic.

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