Telemarketing
(also called telephone marketing)
(also called telephone marketing)
DESCRIPTION
A direct marketing approach that involves using the telephone as a medium to market products or services to consumers.
A direct marketing approach that involves using the telephone as a medium to market products or services to consumers.
KEY INSIGHTS
Telemarketing is a form of direct marketing (see direct marketing). There are two forms of telemarketing: inbound and outbound. In inbound telemarketing, prospective customers call the company to seek assistance to get a product or ask for information in response to an advertisement or offer (see inbound marketing). In outbound telemarketing, the company proactively calls potential customers, which can be businesses or consumers, to offer its product or service to them (see outbound marketing). Some companies use their own telemarketing built-in capabilities whereas others use other telemarketing firms when it is more cost effective.
Telemarketing is a form of direct marketing (see direct marketing). There are two forms of telemarketing: inbound and outbound. In inbound telemarketing, prospective customers call the company to seek assistance to get a product or ask for information in response to an advertisement or offer (see inbound marketing). In outbound telemarketing, the company proactively calls potential customers, which can be businesses or consumers, to offer its product or service to them (see outbound marketing). Some companies use their own telemarketing built-in capabilities whereas others use other telemarketing firms when it is more cost effective.
KEYWORD Telephone
IMPLICATIONS
The telemarketing approach is an ‘invisible medium’ that has grown to be largely and successfully used as a direct marketing technique. Its advantage to a firm is that its high cost can be offset by the maximum consumer selectivity and interactivity it offers. The power to capture the attention of the prospect and hold them in place represents both its strengths and weaknesses, the latter being because if the message is poorly timed, perceived, or executed, it can end long-term customer relationships (Nash 2000).
The telemarketing approach is an ‘invisible medium’ that has grown to be largely and successfully used as a direct marketing technique. Its advantage to a firm is that its high cost can be offset by the maximum consumer selectivity and interactivity it offers. The power to capture the attention of the prospect and hold them in place represents both its strengths and weaknesses, the latter being because if the message is poorly timed, perceived, or executed, it can end long-term customer relationships (Nash 2000).
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Webster, Frederick E., Jr. (1992). ‘The Changing Role of Marketing in the Corporation,’ Journal of Marketing, 56(4), October, 1–17.
Webster, Frederick E., Jr. (1992). ‘The Changing Role of Marketing in the Corporation,’ Journal of Marketing, 56(4), October, 1–17.
Boyd, D. E. (1996). ‘Defensive Marketing’s Use of Post-Purchase Telecommunications to Create Competitive Advantages: A Strategic Analysis,’ Journal of Consumer Marketing, 13(1), 26–34.
Marketing Research
Talvinen, J. M. (1995). ‘Information Systems in Marketing: Identifying Opportunities for New Applications,’ European Journal of Marketing, 29(1), 8.
Talvinen, J. M. (1995). ‘Information Systems in Marketing: Identifying Opportunities for New Applications,’ European Journal of Marketing, 29(1), 8.
Public Policy
Petty, R. D. (2000). ‘Marketing without Consent: Consumer Choice and Costs, Privacy, and Public Policy,’ Journal of Public Policy and Marketing, 19(1), 42–53.
Petty, R. D. (2000). ‘Marketing without Consent: Consumer Choice and Costs, Privacy, and Public Policy,’ Journal of Public Policy and Marketing, 19(1), 42–53.
BIBLIOGRAPHY
Nash, Edward L. (1982). Direct Marketing: Strategy, Planning, Execution. New York: McGraw-Hill.
Nash, Edward L. (1982). Direct Marketing: Strategy, Planning, Execution. New York: McGraw-Hill.
telephone marketing see telemarketing