Marketing management
Presented by: Khurram Shehzad
Online Marketing & Direct Marketing
Table of Content
Direct MarketingBenefits of Direct MarketingCustomer Database & Direct MarketingChannel of Direct MarketingOnline MarketingAdvantages & disadvantages of Online MarketingChannel of Online MarketingSWOT analysisReferenceRecommendation
Direct Marketing
Direct Marketing Consists of Direct Communications with Carefully Targeted Individual Consumers to Obtain an Immediate Response.
Channel’s of Direct Marketing
Channel of Direct Marketing are given below :
1-Direct-mail marketing
2-Personal selling direct marketing
3-Catalog marketing
4-Telephone marketing
5-Direct-response television marketing
6-Kiosk marketing
Direct Mail 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
Catalog Direct Marketing:
Catalog direct marketing involves printed and Web-based catalogs
Telephone Marketing
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 catalogs
Direct-response television
Direct-response television (DRTV) marketing involves 60- to 120-second advertisements that describe products or give customers a toll-free number or Web site to purchase and 30-minute infomercials such as home shopping channels
Less expensive than other forms of promotion and easier to track results
Kiosk Marketing
Ordering machines generally found in stores, airports, and other locations
Benefits to Buyer:
Benefits to Seller:
Tool to build customer relationships
Low-cost, efficient, fast alternative to reach markets
Flexible
Access to buyers not reachable through other channels
Convenience
Ready access to many products
Access to comparative information about companies, products, and competitors
Time Save
How companies use database
An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
Identifying Prospects Deciding Which Customers Should Receive a Particular Offer Deepening Customer Loyalty Reactivating Customer Purchases
Customer Database
Online Marketing
Online Marketing is conducted through interactive online computer systems, which link consumers with sellers electronically or
Online Marketing is a promotion of product over the internet.
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
Online Marketing Domain
Channel of Online Marketing
1-Creating an Electronic Store front2-Placing Advertisement online3-Participating in forums, newsgroups &
communities4-Using Email
1-Creating an Electronic Store front
Buy Space on a Commercial Online Service Open It’s Own Web PageExample of Electronic store front is ebay.com , amazon.com , souq.com etc.
Placing Advertisement online
Place Ads in Special Sections of Online Services
Place Ads in Certain Internet Newsgroups
Buy Online Ads That Pop Up While Consumers are Surfing
Participating in Discussion Groups on Commercial Online Services and Sites Where Members Exchange Views Online
Participating in forums & communities
Benefit of Online MarketingConsumer
Seller
1-Convenient2-Private3-Abundent of
Information4-interactive5-Immidiate
1-Cunsumer relationship Building
2-Reduce cost3-Increase efficiency4-Global Medium
Marketers are developing enriched messages that include animation, interactivity, and personal messages with streaming audio and video to compete with the cluttered e-mail environment Spam is unsolicited, unwanted commercial e-mail messages Permission-based marketing allows users to opt in or opt out of e-mail marketing
Using Email
Challenges of Online Marketing
Limited consumer exposure and buying SecurityEthical ConcernCustomer irritation, unfairness,
deception, and fraud