Primary and Internet Marketing: Building Immediate Customer Interactions
The New Direct-Marketing Model Direct marketing is: • A marketing channel without intermediaries • An element of the promotion mix • Fastest-growing form of marketing
Growth and Benefits of Direct Marketing
Benefits to Customers
Comfort
Ready use of several items
Use of comparative details about businesses, rivals, and products Fun and instant
Growth and Benefits of Direct Marketing Benefits to Sellers •
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Tool to build customer relationships Low-cost, efficient, fast alternative to reach markets Flexible Access to buyers not reachable through other channels
Forms of Direct Marketing Individual promoting mass email marketing
Immediate-email direct marketing
List direct-marketing
Telephone marketing
Immediate-response television advertising
Kiosk advertising
Electronic direct-marketing
Internet marketing
Forms of Direct Marketing
Direct mail advertising entails an offer, statement, indication, or other product to your person in a specific target
Individualized
Simple-to-measure outcomes
Expenses significantly more than media
Offers greater outcomes than media
Forms of Direct Marketing Catalog direct marketing involves printed and Web-based catalogs Benefits of Web-based catalogs • Lower cost than printed catalogs • Unlimited amount of merchandise • Real-time merchandising • Interactive content • Promotional features
Challenges of Web-based catalogs Require marketing Difficulties in attracting new customers
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Phone direct-marketing entails utilizing the telephone to market straight to enterprise clients and consumers Outbound phone advertising offers straight to companies and customers Inbound phone advertising employs toll free numbers to get requests from tv and print advertisements, direct-mail, and magazines
Forms of Direct Marketing ď Ź
Immediate-response television (DRTV) advertising entails 60-to 120-second ads that illustrate items or provide customers a costfree number or Site to buy and 30-minute infomercials such as for instance home shopping stations
More affordable than other styles of bulk email marketing service marketing ď Ź
Results to be tracked by easier
Forms of Direct Marketing ď Ź
Kiosk advertising entails putting info and purchasing devices in airports, shops, trade shows, and different places
Forms of Direct Marketing Digital direct marketing technologies • Mobile phone marketing • Podcasts • Vodcasts • Interactive TV
Forms of Direct Marketing Mobile phone business email marketing includes: • Ring-tone giveaways • Mobile games • Ad-supported content • Contests and sweepstakes
Forms of Direct Marketing ď Ź
Podcasts and Vodcast include the accessing of video and sound files via the Web to your portable device suchs for instance a PDA or iPod and hearing them in the consumer’s comfort
Forms of Direct Marketing ď Ź
Interactive TV (ITV) allows visitors interact with television marketing and programming utilizing their remote controls and provides entrepreneurs with an interactive and regarding way to achieve specific audiences
Online Marketing ď Ź
Advertising and the Web
Net is just a huge public website of computer networks that links customers of kinds around the globe to one another and into a huge data archive to good bulk email
Online Marketing Online Marketing Domains Business to consumer (B2C) involves selling goods and services online to final consumers Business to business (B2B) involves selling goods and services, providing information online to businesses, and building customer relationships
Online Marketing Online Marketing Domains Consumer to consumer (C2C) occurs on the Web between interested parties over a wide range of products and subjects • Blogs •
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Offer fresh, original, and inexpensive way to reach fragmented audiences Difficult to control
Online Marketing Online Marketing Domains Consumer to business (C2B) involves consumers communicating with companies to send suggestions and questions via company Web sites
Online Marketing Types of Online Marketers • •
Click-only marketers Click-and-mortar marketers
Online Marketing Setting Up an Online Presence Creating a Web site requires designing an attractive site and developing ways to get consumers to visit the site, remain on the site, and return to the site
Online Marketing Setting Up an Online Presence marketing campaigns Web site is designed to engage consumers in interaction that will move them closer to a direct purchase or other marketing outcome
Online Marketing Designing Effective Web Sites The eighth C To keep customers coming back, the site needs to constantly change
Online Marketing Placing Ads and Promotions Online Display ads • Banners are banner-shaped ads found on a Web site • Interstitials are ads that appear between screen changes • Pop-ups are ads that suddenly appear in a new window in front of the window being viewed • Rich media ads incorporate animation, video, sound, and interactivity
Online Marketing Placing Ads and Promotions Online Other forms of online promotion include: • Content sponsorships • Alliances • Affiliate programs • Viral advertising
Online Marketing The Future of Online Advertising Online advertising provides a useful purpose as a supplement to other marketing efforts and is playing an increasingly important role in the affordable bulk email mix
Online Marketing Creating or Participating in Web Communities Web communities allow members to congregate online and exchange views on issues of common interest • iVillage.com • MyFamily.com
Online Marketing Using E-mail Marketers are developing enriched messages that include animation, interactivity, and personal messages with streaming audio and video to compete with the cluttered e-mail environment
Online Marketing Using E-mail Spam is unsolicited, unwanted commercial e-mail messages with email marketing Permission-based marketing allows users to opt in or opt out of e-mail marketing
Online Marketing The Promise and Challenges of Online Marketing Online marketing will remain an important approach in the marketing mix to: • Build customer relationships • Improve sales • Communicate company and product information • Deliver products and services more effectively and efficiently
Integrated Direct Marketing Integrated direct marketing involves the use of carefully coordinated multiple media, multiple state bulk email reseller
Public Policy Issues in Direct Marketing
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Customer irritation, unfairness, deception, and fraud Privacy Security
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