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Mass Marketing and Direct Marketing Direct Marketing Involves Two-Way Interactions With Customers.. Piyoosh BajoriaWhat is Direct Marketing?: What is Direct Marketing? Direct Marketing is an interactive system of marketing which uses one or more “advertising” media to effect a measured response and/or transaction at any location. Piyoosh BajoriaWhy Growth in Direct Marketing: Why Growth in Direct Marketing Market “Demassification” Effort of “Traditional Shopping” Continuous Access Next-day Delivery Specialty Items Increase in Computer Power Piyoosh BajoriaBenefits of Direct Marketing: To Customers To Companies Fun, Convenient & Hassle-Free Saves Time Larger Merchandise Selection Comparison Shopping Mailing Lists for Almost Any Market Customized Offers Ongoing Relationships with Customers Timed to Achieve Higher Readership & Response Order Products for Themselves or Others Alternative Media/Message Testing Benefits of Direct Marketing Privacy Measurable Response Piyoosh BajoriaPowerPoint Presentation: Trends Leading to the Growth of Direct Marketing Increasing Number of Market Niches with Distinct Preferences Higher Costs of Driving, Traffic and Parking Congestion Consumers Lack of Time Convenience of Ordering From Direct Marketers Growth of Customer Databases Piyoosh BajoriaPowerPoint Presentation: Identifying Prospects Deciding Which Customers Should Receive a Particular Offer Deepening Customer Loyalty Reactivating Customer Purchases Customer Databases are an Organized Collection of Comprehensive Data About Individual Customers or Prospects Including: Geographic, Demographic, Psychographic, and Behavioral Data. How Companies Use Their Databases Piyoosh BajoriaForms of Direct Marketing: Direct Mail Kiosk Marketing Online Marketing Telemarketing Direct-Response TV Marketing Catalog Face-to-Face Selling Forms of Direct Marketing Piyoosh BajoriaDirect Response Advertising: Direct Response Advertising Involves the use of any of several media (e.g., direct mail, TV, magazines, Web) to transmit messages to encourage buyers to purchase directly from the advertiser . Characteristics of direct response advertising : Makes a definite offer . Contains all information necessary to make a decision . Contains a response device (e.g., coupon, phone number, Web site) to facilitate action. Piyoosh BajoriaEvaluating Direct Response Advertising Copy: Evaluating Direct Response Advertising Copy Caples’ Principles Get attention Hold attention Create desire Make it believable Prove it’s a bargain Make it easy to buy Give a reason to buy now Piyoosh BajoriaBenefits and Growth of Direct Marketing: Convenient Easy & Private Product Access & Selection Abundance of Information Interactive & Immediate Buyers Benefits Sellers Benefits Consumer Relationship Building Reduces Costs Increases Speed & Efficiency Provides Flexibility Global Medium Benefits and Growth of Direct Marketing Piyoosh BajoriaThe Growth of Direct Marketing: Demassification – Focus is Toward Minimarkets Higher Costs of Driving, Traffic and Parking Congestion Consumers Lack of Time Convenience of Ordering From Direct Marketers Growth of Customer Databases The Growth of Direct Marketing Piyoosh BajoriaMass Marketing Vs. One-to-One Marketing: Average Consumer Customer Anonymity Standard Product Mass Production Mass Distribution Mass Advertising Mass Promotion One-Way Message Economies of Scale Share of Mind All Customers Customer Attraction Mass Marketing Individual Customer Customer Profile Customized Market Offering Customized Production Individualized Distribution Individualized Message Individualized Incentives Two-Way Messages Economies of Scope Share of Customer Profitable Customers Customer Retention One-to-One Marketing Mass Marketing Vs. One-to-One Marketing Piyoosh BajoriaCustomer Databases: Customer Databases Customer Databases are an Organized Collection of Comprehensive Data About Individual Customers or Prospects Including: Geographic, Demographic, Psychographic, and Behavioral Data. Piyoosh Bajoria“Database Marketing,”: “Database Marketing,” Database Marketing : a process by which companies collect information on consumers, analyze it to predict who will buy , and then develop tailored marketing messages to those consumers. “ How it Works ” The product Into the database maw Digesting the data An ideal consumer (the high volume user) Using the knowledge (coupons, new products, ads) Sharing the data with retailers Refining the database Piyoosh BajoriaTelemarketing: Telemarketing Outbound telemarketing Inbound telemarketing (“telemedia”) Toll free nos. Piyoosh BajoriaFTC Telemarketing Sales Rule : FTC Telemarketing Sales Rule Bans deceptive and abusive sales practices (e.g., multiple harassing calls) Prohibits “credit card laundering” Prohibits calls before 8 a.m., after 9 p.m. Requires seller identification (i.e., identify themselves, their business, goods/services selling) NO POLICY FRAMED IN INDIA Piyoosh BajoriaFactors Influencing the Use of Telemarketing: Factors Influencing the Use of Telemarketing Face-to-face contact – how essential is it? Geographical concentration of customers. Economic considerations (potential, order size). Customer decision criteria . Number/type of purchase decision makers. The nature of the purchase. The status of the major decision maker. Specific selling tasks to be performed. Piyoosh BajoriaPowerPoint Presentation: Online Marketing and Electronic Commerce Online Marketing is conducted through interactive online computer systems, which link consumers with sellers electronically. Piyoosh BajoriaPowerPoint Presentation: Online Marketing and Electronic Commerce Two types of Online Marketing Channels: Commercial Online Services offer online information and marketing services to subscribers who pay a monthly fee. (Dialogue) Piyoosh BajoriaPowerPoint Presentation: Online Marketing and Electronic Commerce Two types of Online Marketing Channels: The Internet (the Net) is the vast global and public web of computer networks. Piyoosh BajoriaPowerPoint Presentation: Online Marketing and Electronic Commerce The explosion of Internet usage has created a new world of electronic commerce , a term that refers to the buying and selling process supported by electronic means. Piyoosh BajoriaThe Benefits of Online Marketing: The Benefits of Online Marketing Convenient Private Abundance of Information Interactive Immediate Consumers Companies Consumer Relationship Building Reduces Costs Increases Efficiency Provides Flexibility Global Medium Piyoosh BajoriaOnline Marketing Channels: Online Marketing Channels Creating an Electronic Storefront Buy Space on a Commercial Online Service Open It’s Own Web Page Placing Advertisements 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 Forums, Newsgroups & Web Communities Forums: Discussion Groups on Commercial Online Services Newsgroups: Internet Version of Forums Web Communities: Sites Where Members Exchange Views Online Using E-Mail and Webcasting Customers Send Questions, Suggestions & Complaints Via E-Mail Webcasting: Automatic Downloading of Information to PC’s Piyoosh BajoriaCreating Online Marketing: Create an Electronic Online Presence Buy Space on a Commercial Online Service Company Can Open It’s Own Corporate or Marketing Web Page Place Advertisements Online Place Ads in to Build Internet Brands or Attract Visitors to Web Site Buy Online Ads That Pop Up While Consumers are Surfing, “Banners” Content Sponsorships Creating Online Marketing Piyoosh BajoriaCreating Online Marketing: Participate in Forums, Newsgroups & Web Communities Forums: Discussion Groups on Commercial Online Services Newsgroups: Internet Version of Forums Web Communities: Sites Where Members Exchange Views Online Use E-Mail and Webcasting Customers Send Questions, Suggestions & Complaints Via E-Mail Webcasting: Automatic Downloading of Information to PC’s Creating Online Marketing Piyoosh BajoriaChallenges of Direct Marketing: Challenges of Direct Marketing Limited Consumer Exposure and Buying Skewed User Demographics and Psychographics Chaos and Clutter Ethical Concerns Security Piyoosh BajoriaAn Integrated Direct-Marketing Campaign : An Integrated Direct-Marketing Campaign Paid ad with a response channel Direct Mail Outbound Telemarketing Face-to-face sales call Continuing Communication Piyoosh BajoriaPublic Policy and Ethical Issues in Direct Marketing: Irritation to Consumers DMA? Unfairness, Deception, or Fraud Invasion of Privacy and “Online Profiling” Public Policy and Ethical Issues in Direct Marketing Piyoosh Bajoria You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.