Direct Marketing Assignment Example | Topics and Well Written Essays - 1500 words

Direct Marketing - Assignment Example1) Cost As the cost of per target onward motion in direct marketing tends to be substantially higher than that in case of mass marketing, marketers moldiness send their message to a limited consultation only, as sending the message to general audience at large with very few of them likely to respond positively or getting reborn whitethorn increase the cost manifold and olibanum cause a lot of marketing vaulting horse wastage.2) Customer irritation As direct marketing communication tends to be longer and more involving i.e. strain active participation of the customer, than traditionalistic mass marketing communication, hence unnecessary and unsolicited message may lead to customer frustration, resultantly eroding brand equity.Thus in direct marketing it is important to practise up with a list of the customers who would be most interested in the product offering and thus will be most likely to respond positively rather than non-responding or responding negatively by avoiding further communication.Data Mining is the process of discovering interesting acquaintance from large amounts of data stored either in databases, data warehouses, or other information repositories. Simply stated, data mining refers to extracting or mining acquaintance from large amounts of data. (Han and Kamber, 2006).According to Fayyad et al (1996), Data mining is an important process of discovering novel, implicit, useful and comprehensive knowledge from large amount of data. For Direct marketing it translates in to a description of likely buyers or responders and thus Data mining helps in securing better results, for a direct marketing campaign than a traditional mass marketing campaignFor example - To develop marketing and service delivery strategy, Harrahs merriment Inc., the gambling and hotel chain uses Data mining to target customers on individual basis for direct marketing. development its sophisticated