200083 Lecture Notes - Lecture 13: Data Mining, Direct Marketing, Search Engine Marketing
Week 13)Direct and digitial marketing-
Direct marketing-communicating directally with customers
Benefits of direct marketing:
Buyers:ready access to products,convenient,easy,private
Offer unlimited services to customers
Wealth of info on company and competitors products
Interactive,immediated
Sellers:1.build customer relationships
-low cost,efficient alternative for reaching markets
-flexibility-sellers choose adjustment to price and programs
forms of direct and digital marketing-
using internet and mobile marketing-global presence,net transaction
mobile marketing-marketing through phones,tablets –
features-camera,gps navigation,live tracking-reach customers
ring tone giveaways,games,text message contests
pushing sale promotions deals
b)direct print and reproduction-
direct mail marketing and catalogues-product lists,samples
c)direct response tv and radio-
commercials on air-toll free number –place order
Telemarketing-place order by calling number
Generate sales
Kiosks-machines to place order
Dispensing machines-dispense and receive cash
2)Customer database-
comprehensive data about customers
listing-names,contacts
databases can be heirachical-access to customer transaction data-account numbers
network databases-multiple datapoints to data
location based market by digital marketing
databases-identify prospects,data mining (patttersn andtrends),customer loyalty
Onlien marketing-
