Transcript Direct marketing

14
MARKETING AN INTRODUCTION
Armstrong/Kotler
Global Edition
Direct and Online Marketing:
Building Direct Customer Relationships
Copyright © 2011 Pearson Education
Chapter Outline
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Growth and Benefits of Direct Marketing
Customer Databases and Direct Marketing
Forms of Direct Marketing
Online Marketing
Setting up an Online Marketing Presence
The Promise and Challenges of Online
Marketing
• Public Policy Issues in Direct Marketing
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Direct Marketing
Direct marketing consists
of connecting directly
with carefully targeted
individual consumers to
both obtain an
immediate response and
cultivate lasting customer
relationships.
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Benefits of Direct Marketing
• Convenient
• Easy/private
• Wealth of products
• Information
• Interactive
• Immediate
• Low cost
• Efficient
• Speedy
• Improved efficiencies
• Flexibility
• Access to buyers
Benefits to
Buyers
Benefit to
Sellers
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Customer Databases and Direct Marketing
A customer database is an organized
collection of comprehensive data about individual
customers or prospects, including geographic
(address, region), demographic (age, income,
family members, birthday), psychographic
(activities, interests, opinions), and behavioral
data (buying preferences).
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Forms of Direct Marketing
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Direct-Mail Marketing
Direct mail is the sending an offer,
announcement, reminder, or other item to
a person
at a
particular
physical
or virtual
address.
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Discussion Question
What types of
marketers and/or
products tend to use
direct mail to reach
consumers? Why?
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Catalog Marketing
Catalog marketing is the use of print,
video, or
digital catalogs
that are mailed to
select customers,
made available in
stores or presented
online.
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Telephone Marketing
Outbound
Inbound
(800
numbers)
Telephone
marketing
accounts for more
that 19 percent of
direct marketingdriven sales
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Direct-Response Television Marketing
(DRTV)
Direct-response
television
advertising (or
infomercials)
Home shopping
channels
• Takes one of two
major forms:
- Direct response
television
advertising.
- Interactive TV (iTV)
advertising.
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Kiosk Marketing
• Nowadays, kiosks
are everywhere in
self-service hotel
and airline check-in
devices to in-store
ordering devices.
• It can be used to
combine touch
screen and digital
technologies.
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Information
and ordering
machines
Consumer and
business
markets
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Digital Direct Marketing Technologies
Mobile phone
marketing
Podcasts and
Vodcasts
Interactive TV
(iTV)
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Discussion Question
As a consumer, how
do you feel about
telephone marketing?
Mobile marketing?
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Online Marketing
Online marketing is the fastest growing form of
direct marketing
Online
Marketing
Companies
Click-only
Click-andmortar
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Online Marketing Domains
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Business-to-Consumer (B2C)
The popular press paid the most attention
to business to consumer (B2C) online
marketing which is businesses selling
goods and services online to final
consumers.
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Business-to-Business (B2B)
Business marketers use online marketing
(websites, e-mail, online products catalogs,
online trading networks, mobile apps, and
other online resources to reach new
business customers, serve current
customers more effectively, and obtain
buying efficiencies and better prices.
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Consumer-to-Consumer (C2C)
Auction
sites
• The online exchange
information and
goods between final
customers.
Blogs
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Consumer-to-Business (C2B)
Consumer-to-business (C2B) are online
exchanges in which
consumers search out sellers,
learn about their offers, and
initiate purchases, sometimes even driving
transaction terms.
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Setting up an Online Marketing Presence
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Forms of Online Advertising and Promotion
Banner Ads
Viral
marketing
Affiliate
programs
Alliances
Interstitials
Searchrelated ads
Content
sponsorships
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Creating or Participating in Online Social
Networks
Marketers
choices
Participate in
existing web
communities
Set up their
own web
communities
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Discussion Question
When using a social
network such as
Facebook, what do
you perceive as good
marketing?
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Public Policy Issues in Direct Marketing
• Irritation,
unfairness,
deception, and
fraud
• Invasion of privacy
• A need for action
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