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direct marketing channel choice

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Lindsey Fair, MBA
Lindsey Fair, MBA
BusinessEducation
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deciding the channel presented by Lindsey Fair
info availability what contact info do you have?
channel tolerance do they like to communicate that way?
offer immediacy is there a short timespan, or a specific date for redemption?
necessity of virality does it need to go viral, or is the list enough?
level of trackability do you need to collect full data?
estimated cost per response Gross Rating Points (GPR) vs Cost Per Response (CPR) CPR Total cost of a DM campaign / # of responses that campaign generated

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direct marketing channel choice

Editor's Notes

  1. Broadcast – TV, Radio Telemarketing Mail Print – Poster, Mag, Newspaper Web – website, blog, email Emerging – social, sms