Online marketing & direct marketing


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Online marketing & direct marketing

  1. 1. Marketing management Presented by: Khurram Shehzad Online Marketing & Direct Marketing
  2. 2. Table of Content  Direct Marketing  Benefits of Direct Marketing  Customer Database & Direct Marketing  Channel of Direct Marketing  Online Marketing  Advantages & disadvantages of Online Marketing  Channel of Online Marketing  SWOT analysis  Reference  Recommendation
  3. 3. Direct Marketing Direct Marketing Consists of Direct Communications with Carefully Targeted Individual Consumers to Obtain an Immediate Response.
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. Kiosk Marketing  Ordering machines generally found in stores, airports, and other locations
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Channel of Online Marketing 1-Creating an Electronic Store front 2-Placing Advertisement online 3-Participating in forums, newsgroups & communities 4-Using Email 1-Creating an Electronic Store front Buy Space on a Commercial Online Service Open It’s Own Web Page Example of Electronic store front is , , etc.
  13. 13. 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
  14. 14. Benefit of Online Marketing Consumer Seller 1-Convenient 2-Private 3-Abundent of Information 4-interactive 5-Immidiate 1-Cunsumer relationship Building 2-Reduce cost 3-Increase efficiency 4-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
  15. 15. Challenges of Online Marketing  Limited consumer exposure and buying  Security  Ethical Concern  Customer irritation, unfairness, deception, and fraud