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New Movers Lists - Facts:

Direct marketing is any type of marketing that seeks some sort of reply from the reader, typically by phone, mail, E-mail, or fax. and radio commercials typically use toll-free numbers. Many encourage prospects to send an E-mail or visit a website. Lester Wunderman, chairman of Wunderman, Ricotta & Klein, a New York City ad agency, came up with the term direct marketing in the 60's.

Database marketing is a form of direct marketing in which you repeatedly communicate with prospects whose names and other information are contained in a database you own or rent. Recent mover advertising promotes software, computer hardware, services, take out, electronics, and other technology products. Most of it is aimed at new transfers. So high-tech marketing is not necessarily b2b marketing, although most high-tech advertising is probably consumer oriented.

 

Also, as professionals, most business people are highly knowledgeable as buyers, and therefore simplistic (and simpleminded) consumer appeals do not work. You must communicate with business buyers using language that reflects their level of sophistication and technical knowledge. Copy should be factual and present sufficient detail about the product or service to enable the business buyer to make an informed, intelligent buying decision.

 

There is ample evidence to support this position. For example, a survey published in Mainly Marketing, a newsletter covering the high-tech marketing industry, showed that when creating ads for technical products, advertising agencies stressed features that buyers of such products considered unimportant, and they also omitted information that was vital.

 

The ad agencies felt the high-tech ads should always stress the ben¬efit of how the product saved time and money. But engineers and purchasing agents said product specifications and limitations were more important to them. What's my position on the topic of business versus consumer advertising?

 

We fall somewhere in the middle, but lean more toward the school that says business and consumer advertising are different. Having worked primarily in business-to-business marketing since 1979, here is my conclusion: While there are some similarities between business-to-business and consumer marketing, the two are fundamentally different and require a different approach.

 

Some of it is designed to appeal to consumers that have recently arrived.

 

More about New Movers Lists.   See also: Data Appending and Database Marketing .

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