Network 7's TODAY TONIGHT interview with Dr Stewart Adam, Associate Professor in Electronic Marketing, Deakin University
Of the $20Bn spent on direct and digital (interactive marketing) in Australia, about $1.5Bn is spent on telemarketing. This lower figure is an estimate of inbound and outbound telemarketing expenditure which is down by about half following the introduction of the Do Not Call Register Act 2006 which came into effect in May 2007 and was amended in January 2011.
The story is a mixture of telemarketing, scamming and just plain harassment ... not all of it by so-called telemarketers. Listen to Dr Adam's comments before watching the video excerpt from Today Tonight. Below is a facts sheet with questions and answers.
TELEMARKETING QUESTIONS and ANSWERS
Stewart Adam, Assoc. Professor in Electronic Marketing
Direct and digital marketing is rich in tools, from traditional old favourites such as direct mail, catalogues and telemarketing, to the internet and newer digital approaches involving mobile phone networks.
Either viewers are invited to call a 1-800, 0055 or 1300 number and place their order – inbound telemarketing – or human telephone operators or computers with voice recognition capabilities ‘cold call’, seeking an order or perhaps a donation to an organisation such as CARE Australia or the Red Cross – outbound telemarketing. Telemarketing covers a broad range of activities, with differing objectives.
At one end of the continuum, it is employed to generate new sales leads and build the database. At the other end lies full account management. In between the two are many other means of employing telemarketing. A major use of telemarketing relates to customer service. Motor vehicle manufacturers make regular follow-up calls to ensure that dealer service and car performance and satisfaction are all at a level that might ultimately result in a repeat purchase of the brand.
Source: Armstrong, G., Adam, S., Denize, S. and Kotler, P. (in press for 2012) Principles of Marketing. 5th edition, Pearson Australia, Sydney. P. 458.
many of the telemarketing calls we receive come from overseas?
we be wary of telemarketers that cold call and ask for money to provide
are on the Do Not Call Register, is it ever OK for companies to employ
direct marketing over the phone?
Also, a company
from whom you have purchased may contact you, e.g., after a car service
you are a known customer and they might contact you to remind you about
the next service or to see if you were totally satisfied with the
service. Or a motor company might ring to advise you of a recall notice.
found that even people on the Do Not Call Register are receiving
persistent telemarketing calls. How do companies get around these rules?
companies must benefit from using telemarketing...how successful is this
as a direct marketing technique?
is spent on telemarketing each year?
Source: Armstrong, G., Adam, S., Denize, S. and Kotler, P. (in press for 2012) Principles of Marketing. 5th edition, Pearson Australia, Sydney. P. 468.
we do to protect ourselves against telemarketers?
ever be free of telemarketers?
Updated 25 August 2011