Role of New Communication Media in Direct Marketing

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with the university.

Signed __________________ Date _________________

ABSTRACT

In today's competitive business environment, every organisation is seeking different ways in which it can, most effectively, attract majority of the target market by directly communicating with them using different techniques. Direct marketing helps organisations in directly communicating their message to their targeted and potential customers. Marketers usually carry out direct marketing by using direct mails and sending messages to their potential customers through, emails, mails, SMS, and social networks. This research aims at analysing the role of new media communication in direct marketing. With the help of literature review, the research explored concepts of marketing, customer needs, and theories related to direct marketing. In addition to this, the research analysed different direct marketing techniques adopted by marketers in order to effectively communicate and develop strong and influential relationship with their customers. The study uses mixed methodology: quantitative and qualitative methodology. The survey was conducted from 250 customers in order to understand the effectiveness of new media communication in direct communication and on customer behaviour. Major findings highlighted the importance of new media communication. It further identified email marketing, direct mailing, telemarketing, social media marketing, mobile marketing, and customer relationship as most effective ways of direct marketing. Lastly, the survey results findings depicted that new media communication plays a significant in direct marketing for influencing people in their decision making. Particularly, social media provide wide opportunities to marketers so that they can effectively communicate their message, also enabling customers to share information about the product which increase market reach, as well. Furthermore, customers find it easier to obtain information, compared products, and share their opinions, perceptions, and suggest about the products/ service, etc.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Study Background1

Research Objectives2

Justification of Research2

Research Question3

Supporting Questions3

Significance of study3

Summary of Chapter 14

CHAPTER 2: FRAME OF REFERENCE5

Understanding the Marketing Process5

Marketing and Customers' Needs6

Direct Marketing - An Overview7

Direct Marketing and Relationships8

The Basics of Direct Marketing8

Importance of Direct Marketing12

Strategic Customer Relationships13

New Media Communication- Modern Direct Marketing Tool15

Summary18

CHAPTER 3 METHODOLOGY19

Introduction19

Mixed Methodology19

Data Collection Methods19

Secondary Data19

Primary Data20

Research Instrument20

Sampling Technique20

Sample Size21

Study Limitations and Conclusion21

Ethical Consideration21

Summary22

CHAPTER 4: FINDING AND ANALYSIS23

Results23

Analysis29

Different Types of Direct Marketing31

Email Marketing31

Telemarketing32

Direct Mailing32

Mobile Marketing33

Customer Relationship Marketing33

Importance of New Media Communication in Marketing34

Role of New ...