Date post: | 11-Apr-2017 |
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Marketing |
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Module 4: Direct Marketing
4.1 Direct mail and email
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What is direct mailing?
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https://commons.wikimedia.org/wiki/File:1935_welcome_1st_Direct_Mail.jpg?uselang=es
- Can include cell phone text messaging, email, interactive consumer websites, online display ads, database marketing, fliers, catalog distribution, promotional letters, targeted television commercials, response-generating newspaper/magazine advertisements, and outdoor advertising
- Also called “direct response”
What is direct mailing?
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- Concentrates on customer, data and accountability
- Analytics and measurement
- Create actionable segments
Measure your results with clear
calls to action
- Use a specific call to action
- Emphasis on trackable, measurable answers and results
- Suits businesses of all sizes
- Demostrable results
https://commons.wikimedia.org/wiki/File:MW-StyleGuide-CallToAction.png?uselang=es
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What is a mailing list?
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- Collection of names and (email) adresses
- You can’t send email without permission (Spam)
- Email Marketing Tools: Mail Chimp, Aweber etc.
- List of email addresses,- Subscribers receiving mail- Publications (email messages) sent to addresses, and- A reflector (single email address that, when designated as the recipient of a message, will send a copy of that message to all of the subscribers)
Module 4: Direct Marketing
4.2 Leafleting
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Leafleting
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- Small businesses/ local services
- Door-to-door marketing- Inexpensive- Door-drop marketing- Mass marketing in a local
field
Objectives
- Acquiring new customers
- Increasing sales- Highlighting a
special event or promotion
- Delivering coupons - Catalogues/
samples- Boost sales- Cheaper but lower
response vs. Direct mailwww.henter.co
Creating and printing
- Well designed + professionally printed
- Creative- Defined message- Include call to
action- Capture attention- Adapt shape and
size to your needs
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Distribution & Measuring
- Do it Yourself- Employ
someone- Special door-
drop delivery companies
- Study local area to know where to let your flyers
- Use promos or coupons to track results
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Module 4: Direct Marketing
4.3 Mobile Marketing
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Mobile Marketing
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https://commons.wikimedia.org/wiki/File:Mobile-phone-advertising.png?uselang=es
- SMS- MMS- Apps- Mobile Web marketing
- QR Codes
SMS and MMS
SMS = Short Message Service Popular in the early 2000s Read within 4 minutes Guidlines by IAB (Interactive
Advertising Bureau) and Mobile Marketing Association (MMA)
Initially many SPAM messages MMS = Multimedia Message
Service MMS could contain slideshows,
text, audio, video etc.
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https://commons.wikimedia.org/wiki/Short_message_service#/media/File:SMS-mobile.jpg
Apps
Increased use of smartphones
Engagement, direct payment, targeted advertising
In-game mobile marketing
advergaming
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https://commons.wikimedia.org/wiki/File:Techpot_mobile_app_plantcare_10.jpg?uselang=es
Mobile web marketing
Ads on mobile web pages
Mobile Marketing Association guidelines
Advertising networksWeb forms and web
pages can be integrated with apps
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https://commons.wikimedia.org/wiki/File:IPad_running_Commons_mobile_app.jpeg?uselang=es
QR codes
QR = Quick Response Access a web site
scanning a 2D imageURL normally
includes tracking feature
used more in Asia and Europe than US
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https://commons.wikimedia.org/wiki/Category:Quick_Response_Codes#/media/File:AboutMunzee.png