The Future: Evolve or Dissolve</li></li></ul><li>What is Direct marketing<br /><ul><li>Sub-discipline and type of marketing.
It attempts to send its messages directly to consumers, without the use of intervening media. This involves communication (direct mail, e-mail, telemarketing) with consumers or businesses.
It is focused on driving a specific "call-to-action." This aspect of direct marketing involves an emphasis on traceable, measurable, positive responses from consumers regardless of medium.</li></li></ul><li>Channels of direct marketing :<br />Direct mail<br /><ul><li>Telemarketing
Integrated Campaigns</li></li></ul><li>Web 2.0: Awesome for Integrating Brand and Direct Marketing<br /> As the Direct Marketing Association puts it, <br /> Web 2.0 – which includes<br /><ul><li> blogs
are the platform that converges all marketing.</li></li></ul><li>Relation between Social, Brand and Direct Marketing<br /><ul><li>Web 2.0 is paving the way for integrating direct and brand marketing,
Enabling real-time dialog with customers and the joint creation of content that increases and improves brand awareness and perception, and generates sales and leads</li></li></ul><li>Key findings from the study of B2B and B2C DM marketers who use Web 2.0:<br /> Web 2.0 as a channel for <br />brand-building: <br />84% of respondents use it to raise brand awareness. <br />82% use Web 2.0 tools to increase brand preference. <br />83% use Web 2.0 to generate sales. <br />80% use it to generate leads. <br />Consumer engagement: <br />85% of respondents use Web 2.0 to engage their customers and rate it as a highly effective mechanism for customer engagement.<br />84% of our respondents use Web 2.0 to create a community of loyal customers, and they find it very effective for doing so.<br />Reference: Study: Web 2.0 Awesome for Integrating Brand and Direct Marketing, DMA<br />
<ul><li>In Web 1.0 world, we viewed Internet marketing just like other marketing channels. With Web 2.0, we need to consider not only the new means of reaching our online audience but also the new nature of the social Web.
Traditional marketing channels, by their very nature, were highly controlled, one-way messages. With Web 2.0, you don’t control the message—everyone can create and shape the message. </li></li></ul><li><ul><li>One of the best ways to shepherd your brand online is to actively listen to and participate in the conversations. You can’t control the message, but you can improve the conversation about your brand online. By actively listening you can learn what your customers care about and get smarter about designing and delivering services that delight your audience.
Simple concept “by selling computer systems directly to customers”</li></li></ul><li>The Dell theorem: D2C<br /><ul><li>Dell started as a direct to home Computer marketing organization, eliminating the middlemen.
While successful before, Dell shined with Web 2.0 because they allowed users to decide what they wanted, in Real Time! The Dell Device configuration customization was a first in the market, and an instant hit.
To date, Dell offers the most varied customizations for their computers, giving them complete control over what they buy.</li></li></ul><li>DELLCUSTOMERS<br /><ul><li>Home Users
Health Care</li></li></ul><li>MARKETING MIX<br />“IT enable companies to use different sales & marketing approaches than more possible before. One way to summarize firm’s sales & Mkg approach is three what are often called as 4 P’s”.<br />Product<br />Price<br />Promotion<br />Place<br />
PRICE<br /><ul><li>Cost effective custom configurated system
Company Overview<br />What is eBay?<br />”We help people trade practically anythingon earth”<br />
The eBay Postulates: Synergy<br />eBay started as a small auction site. It finds the best market with the highest buyers for a particular product.<br />Because it brought two people together it became the middle man. This has resulted in an ecommerce revolution today. It started up as a simple transaction between few people and turned out to be a multibillion dollar business today.<br />It is popular because it has brought the buyer and the seller together electronically. And auctions benefit from the number of people in them.<br />Users rate products, review them, discuss them, talk about them, all the manufacturer needs is to put a good product out in the market and the marketing takes care of itself.<br />
COMPANY OVERVIEW <br />eBay (NASDAQ: EBAY; http://www.ebay.com) is the world's largest online marketplace. <br />Founded in September 1995, eBay is the leading online marketplace for the sale of goods and services by a diverse community of individuals and businesses. Today, the eBay community includes 42.4 million registered users, and is the most popular shopping site on the Internet when measured by total user minutes according to Media Metrix. <br />OUR MISSION <br />eBay's mission is to help practically anyone trade practically anything on earth. <br />
Company Overview<br />Products,Services<br />Special Sites<br />International<br />Other Contents<br />
Auction transactions<br /> Require you to be the highest bidder to win.<br />Auction-like Listings: These include Reserve Price Auctions and Private Auctions.<br />Second Chance Offer: Under certain circumstances, the seller can offer the item to a bidder other than the auction's winner.<br />Multiple Item Auction: a.k.a. “Dutch” auctions; Listing that offers two or more identical items.<br />Slide #25<br />
Fixed price transactions<br />Let you buy without bidding.<br />Buy It Now: Allows a buyer to get the item right away without waiting for an online auction to end.<br />Best Offer: Buyers can suggest a price they are willing to pay for that item.<br />Slide #26<br />
Advertisement transactions<br />Connect buyers with sellers.<br />The Want It Now: buyers can tell sellers exactly what they want to buy.<br />Slide #27<br />
Five Force Analysis<br />Substituteproducts<br />Suppliers<br />MODERATE<br />INTENSE<br />eBay<br />Rivalfirms<br />Buyers<br />STRONG<br />WEAK<br />Newentries<br />STRONG<br />
The itasveer formulae: Interactivity<br />Portal for users to order prints for digital photographs online<br />Web 2.0 allows itasveer to offer customers prints of their photographs, customised as per their varying needs<br /> Doodlepad allows users to play with their uploaded pictures and arrange them as they want, from printed posters, collages, calendars, coffee mugs to customized teddy bears.<br />
Customers convincing Customers<br /><ul><li>The four P’s of marketing have been over shadowed by the one P of Web 2.0, “People”
Customers trust each others word more than they trust the sellers’
Saves on the company’s effort and expenditure on selling the product</li></li></ul><li>The Future: Evolve or Dissolve<br />Increasingly customers are taking the control <br />The current downturn has increased interest in these technologies, because companies are counting on extending their gains and reducing costs.<br /> Web 2.0 use by companies is developing hardy roots. <br />Technology will enable direct response in all media<br />Marketing will be more targeted<br />Companies will no longer be bound to particular media<br />