Chapter 17- Marketing.docx

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Management and Organizational Studies
Management and Organizational Studies 2320A/B
Angela White

Chapter Seventeen- Direct and Online Marketing 1) The New Direct Marketing Model Direct marketing: Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. -It 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 buyers • Convenience • Ready access to many products • Access to comparative information about companies, products, and competitors • Interactive and immediate Benefits to sellers • Tool to build customer relationships • Low‐cost, efficient, fast alternative to reach markets • Flexible • Access to buyers not reachable through other channels Customer Databases and Direct Marketing Customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioural data 2) Forms of Direct Marketing Direct mail marketing involves an offer, announcement, reminder, or other item to a person at a particular address • Personalized • Easy‐to‐measure results • Costs more than mass media • Provides better results than mass media • Can take the form of voice mail, text messaging, email or snail mail. Catalogue direct marketing involves printed and Web-based catalogues  Lower cost than printed  Unlimited amount of merchandise  Real time Merchandising  Interactive Content  Promotional Features  Requires Marketing  Difficulty in attracting new customers. Telephone direct marketing involves using the telephone to sell directly to consumers and business customers • Outbound telephone marketing sells directly to consumers and businesses • Inbound telephone marketing uses toll‐free numbers to receive orders from television and print ads, direct mail, and catalogues Direct response television (DRTV) marketing involves 60‐ to 120‐second advertisements that describe products and give customers a toll‐free number or Web site to purchase as well as 30‐minute infomercials such as home shopping channels • Less expensive than other forms of promotion and easy to track results • Kiosk marketing involves placing information on machines in public areas such as in stores, airports, and other locations • Digital direct marketing technologies – Mobile phone marketing – Podcasts – Vodcasts – Interactive TV Mobile phone marketing includes: – Ring‐tone giveaways – Mobile games – Ad‐supported content – Contests and sweepstakes Podcasts and vodcast involve the downloading of audio and video files via the Internet to a handheld device such as a PDA or iPod and listening to them at the consumers convenience Interactive TV (ITV) lets viewers interact with television programming and advertising using their remote controls and provides marketers with an interactive and involving means to reach targeted audiences 3) Online Marketing The Internet is a vast public Web of computer networks that connects users of all types around the world to each other and to a large information repository Online marketing is a company’s efforts to market products and services and build customer relationships over the internet Online companies are the so‐called dot‐coms, which operate only online without any brick‐and‐mortar market presence Hybrid (Click and Mortar) Companies are traditional companies that have added online marketing to their operations 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 Consumer to consumer (C2C) occurs on the Web between interested parties over a wide range of products and subjects -Kijiji -Ebay -Craiglist -Blogs -Social networks Blogs Offer fresh, original, and inexpensive ways to reach fragmented audiences Difficult to control Consumer to business (C2B) involves consumers communicating with companies to send suggestions and questions via company Web sites 4) Setting Up an Online Marketing 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 Types
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