of the most challenging issues for direct marketers is privacy. Privacy affects
a direct marketer’s ability to both find and reach its audience. This has been
an ongoing concern for GGI and now is the time to address it in a formal
manner.
Answers the following questions:
1. What is Direct Marketing (DM)? Describe at least three
forms of communication that direct marketers utilize (e.g. direct mail
catalogs). What are the key benefits and challenges with each of these three
approaches? Give your answer from both the consumer point of view and from the
marketer’s point of view.
2. How do direct marketers obtain consumer information? What
are some of the issues faced in effectively and appropriately using this data?
3. What is personalization? Give examples of personalized
marketing. What does a marketer hope to achieve with a personalization
strategy? What are the key factors of a personalized approach?
4. How could GGI use direct marketing in this project and at
the same time protect the customer’s privacy?
