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Direct and Online marketing

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  • 1. PRESENTED BY: Javeria 11-arid-3303 MIT-2 University Institute of Information Technology , Rawalpindi(UIIT,UAAR) Pakistan
  • 2. Direct Marketing Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationship.
  • 3. BENEFITS OF DIRECT MARKETINGBENEFITS TO BUYERSa. Convenient/easyb. Interactivec. immediated. Privatee. Saves timesf. Ready access to a wealth of productsg. Comparison shopping
  • 4. BENEFITS TO SELLERSa. Access to buyersb. Flexibility (ongoing adjustment in prices/offers)c. Low costd. Efficiencye. Personalized communication with buyersf. Ongoing relationships with customersg. Measureable responseh. Easy display of vast collections
  • 5. CUSTOMER DATABASESCustomer Databases are an OrganizedCollection of Comprehensive Data AboutIndividual Customers or Prospects Including:Geographic, Demographic, Psychographic, andBehavioral Data.Database system should be user-friendly andavailable to various marketing groups.
  • 6. DATABASE FOR CONSUMER MARKETING Demographics (age, income, family members, birthdays) Psychographics (activities, interests, opinions) Buying behavior (buying preferences, frequency, monetary value)
  • 7. DATABASE FOR B2B MARKETING Products/services bought by customer Past volumes and prices Key contacts Competing suppliers Status of current contracts Estimated customer spending for next few years
  • 8. FORMS OF DIRECT MARKETING
  • 9. 1. DIRECT-MAIL MARKETING Sending an offer, announcement, reminder or other item to a person at a particular physical or virtual address.Direct-mail include: Letters Catalogs Ads Brochures Samples CDs DVDs Voice mail Text messages E-mail
  • 10. Advantages of Direct Mail Marketing The largest direct marketing medium One-to-one communication High target market selectivity Personalized Flexible Traceable
  • 11. 2. CATALOG MARKETING Direct marketing through print, video or digital catalogs that are mailed to select customers, made available in stores or presented online.
  • 12. Web-based catalogs Eliminate production, printing, mailing cost Unlimited amount of merchandise Real-time merchandisingDIFFICULTIES: Non-availability of mailing list Credible payment system Logistic support
  • 13. 3. TELEPHONE MARKETING Telephone marketing means using the telephone calling the individuals directly and selling products to them. Outbound- call to sell the product directly to consumers and businesses Inbound- receive orders on toll-free numbers
  • 14. Advantages of Telemarketing : Purchasing convenience One-to-one communication interactive and personal sale service. Achieve results that are measureable. fund-raising tool Drawback:  telemarketing has a negative image that could damage your business reputation - if carried out poorly.
  • 15. 4. DIRECT RESPONSE TELEVISIONMARKETINGDirect marketing via television include directresponse television advertising (DRTV) orinfomercials and home shopping channels.
  • 16. 5. KIOSK MARKETINGDEFINITION: A small, temporary, standalone booth used in high-foot-traffic areas for marketing purposes. A kiosk will usually be manned by one or two individuals who help attract attention to the booth to get new customers.
  • 17. 6. NEW DIGITAL DIRECTMARKETING TECHNOLOGIES Mobile Phone Marketing Podcasts Vodcasts Interactive TV (ITV)
  • 18. ONLINE MARKETING Company efforts to market products and services and build customer relationships over the internet.INTERNET: A vast public web of computer networks that connects users of all types all around the world to each other and to an amazingly large information repository.
  • 19. Click-only CompaniesThe so called dot-coms which operate onlyonline without any brick and mortar marketpresence.They include a wide array of firms from e-tailerssuch as Amazon.com and Expedia.com that sellproducts and services directly to final buyers viathe internet search engines and portals.
  • 20. Click-and-mortar Companies Traditional brick and mortar companies that have added online marketing to their operations.
  • 21. Online Marketing Domains Business to Business to consumer business (B2C) (B2B) Consumer Consumer to consumer to business (C2C) (C2B)
  • 22. Business to consumer(B2C) involves selling goods and services online to final consumers.Example:Online ticket reservation
  • 23. Business to business(B2B) involves selling goods and services, providing information online to businesses, and building customer relationships.Example: Dell has set up customized website for more than 113,00 business and institutional customers worldwide.
  • 24. Consumer to consumer (C2C) occurs on the Web between interested parties over a wide range of products and subjects.Example: Offering a used product on the internet at cheap price.
  • 25. Consumer to business (C2B) Online exchanges in which consumer search out sellers, learn about their offers, and initiate purchases.Example: Bid for hotel rooms, rental cars etc., leaving the seller to decide whether to accept their offers.

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