Date post: | 19-Jan-2016 |
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Direct & Mobile Marketing
International University College
Contents
1. Definition
2. Techniques
3. Objectives
4. Benefits
5. Mobile Marketing & The iPhone
Definition
• An interactive system of marketing which uses one or more advertising media to affect a measurable response at any location.
Brassington & Pettitt (2005, p.361)
• Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting relationships.
Philip Kotler (2009, p.480)
Direct Marketing
Capital Equipment Raw materials Services Consumables/Stationery
Awareness Interest Desire Action
Direct MarketingSales Promotion
Personal SellingAdvertising
Techniques of DM
Objectives
• Direct ordering
• Information giving
• Visit generation
• Trail generation
• Loyalty creation
When to use?
• Initiation
• Relationship building
• Combination selling
Benefits
Database creation and management
• Customer information• Keep and resell– “Welcome”– Selling up– Selling across– Renewal– Lapsed customers
Mobile Marketing
• 89% of big companies will use MM in 2009• Mobile phone applications• Online interactivity• Build strategic relationships
iPhone• Augmented product offer• NPD platform – an industry standard• Generic applications – SDK
In App Purchase
Peer to Peer
Accessories
Push Notification
Examples
Examples
Examples
Lets have a look!
Lets have a look!
Lets have a look!
The scale
111,111,111 downloads per month
Importance of Mobile Marketing
• "The distance between Apple and the others is huge, we don't have time to look at other platforms seriously.“
Satoshi Nakajimapresident of Big
Canvas
Q&A?