Direct Marketing - Guest Speakers

The guest speakers were very good. They discussed general marketing concepts as well as direct marketing.

They first lectured on general definitions and concepts of marketing. This included the marketing mix and the four P's of marketing. These were things that marketing majors should know, nonetheless I thought it was a good refresher.

They also discussed direct mailers. It was interesting to learn about how to buy lists and how targeted you can get. They gave good examples of direct mailers. They brought good resources like a chart from the DMA site. The chart gave an overview of the response rate for direct marketing across different mediums. I was a little surprised to learn that Radio and TV were on the bottom of the list in regards to responsiveness in direct marketing.

They also briefly discussed direct emailing as well. I was interested in this because I am researching and in charge of developing a small email campaign for a client at my work. They showed different sites where you can buy lists and companies that will manage and send emails for you.

Overall I was impressed with the speakers. They have a lot of valuable experience in direct marketing and internet marketing.