PRESENTED BY: Javeria 11-arid-3303 MIT-2 University Institute of Information Technology , Rawalpindi(UIIT,UAAR) Pakistan
Direct Marketing Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationship.
BENEFITS OF DIRECT MARKETINGBENEFITS TO BUYERSa. Convenient/easyb. Interactivec. immediated. Privatee. Saves timesf. Ready access to a wealth of productsg. Comparison shopping
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
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.
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
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
Advantages of Direct Mail Marketing The largest direct marketing medium One-to-one communication High target market selectivity Personalized Flexible Traceable
2. CATALOG MARKETING Direct marketing through print, video or digital catalogs that are mailed to select customers, made available in stores or presented online.
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
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
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.
4. DIRECT RESPONSE TELEVISIONMARKETINGDirect marketing via television include directresponse television advertising (DRTV) orinfomercials and home shopping channels.
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.
6. NEW DIGITAL DIRECTMARKETING TECHNOLOGIES Mobile Phone Marketing Podcasts Vodcasts Interactive TV (ITV)
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.
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.
Click-and-mortar Companies Traditional brick and mortar companies that have added online marketing to their operations.
Online Marketing Domains Business to Business to consumer business (B2C) (B2B) Consumer Consumer to consumer to business (C2C) (C2B)
Business to consumer(B2C) involves selling goods and services online to final consumers.Example:Online ticket reservation
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.
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.
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.