Direct Marketing Manager

Also known as:

Marketing Manager, Direct

Introduction

Direct marketing managers make direct contact with potential customers through email, mailshots, radio, television or by telephone, on behalf of their clients. They create lists of potential customers, through liaison with clients who may include retail companies, banks, charities, insurance companies and political parties.

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Work Activities

Direct marketing is the method of selling goods and services by direct communication between suppliers and customers. This takes place through: email; advertisements - in the press, radio and television; mailshots; catalogues; brochures; and telephone calls. Many of these methods allow customers to respond by obtaining more details or placing orders directly with the suppliers.

Direct marketing managers plan and co-ordinate direct marketing campaigns. Firstly, they define the market problem, aim or objective and then oversee the direct marketing strategy that aims to reach the target audience at the lowest cost. This involves decisions about presentation, scheduling and monitoring the work, controlling the budget, analysing the results and reporting on the level of success achieved.

The work involves a lot of contact with individuals and groups, both in person and on the telephone. Contact takes place through informal discussions, working meetings or more formal presentations. There is also a considerable amount of report writing and recording of decisions and details. Collating and assessing numerical data in the form of costs, sales figures and customer responses is also required. This information is likely to be stored on computer.

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Personal Qualities and Skills

As a direct marketing manager, you'll need excellent organisation and communication skills. The ability to work to deadlines and to a budget is essential, as well as working quickly and accurately. It may be useful to have some creative and imaginative flair in order to work with creative specialists.

Tact and diplomacy are needed to persuade others to accept your ideas. Good basic numeracy is also essential for handling figures and assessing information. IT skills are essential.

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Pay and Opportunities

The pay rates given below are approximate.

Direct marketing managers earn in the range of £22,000 - £32,500 a year, rising to £36,000 - £43,500. Higher earners can make around £60,000 a year, and some make more.

They usually work a basic 39-hour week although this can vary considerably, with late finishes and weekend work as and when required, especially as promotional deadlines approach.

Employers of direct marketing personnel are client firms and direct marketing agencies. Among the larger users of direct marketing are:
• mail order houses, such as book and music clubs
• clothing and general catalogues
• financial services such as banks, building societies and insurance companies
• tour operators
• charities.

Other users include pressure groups, entertainment venues and performers, the motor trade and retailers.

Smaller organisations are more likely to use direct marketing agencies, while larger firms may employ their own specialists.

There are increasing opportunities, as direct marketing is currently a growth area, especially in e-business marketing.

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Adult Opportunities

It is now illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Some entrants have developed relevant skills by working, for example, as a marketing assistant, or in telesales/call centre work, mailing house administration, IT or finance.

If you don't have the qualifications needed to enter your chosen degree course, a college or university Access course (eg, Access to Business) could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.

The Institute of Direct Marketing (IDM) Diploma in Direct and Interactive Marketing is available as an evening class over 30 weeks or by distance learning, over either 12, 18 or 24 months, and also various relevant short courses, for example, in e- marketing, data protection etc.

• 5% of marketing and sales managers work part-time.
• 7% have flexible hours.

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New Developments

Many people in this job are now involved in Digital Marketing. Digital Marketing promotes products and services using digital distribution channels such as the internet, mobile phones, sms display / banner ads, digital outdoor and search engine optimisation to reach customers.

Digital marketing covers traditional marketing areas but uses digital media to communicate with consumers.