this PPT is of how to do Digital Marketing ...

1. Institute : Indukaka Ipcowala Institute Of Management ( IIIM )
University : CHARUSAT University
Program : BBA SEM-2 (batch 2021-22)
course : Marketing Management
Topic : Direct Marketing and Digital Marketing
students : JYOTI RAKHECHA (21BBA202)
RAMOLIYA KRUSHIL (21BBA203)
RAMOLIYA HARSHIL (21BBA204)
RANA DHANANJAY (21BBA205)
RANA NANDINI (21BBA206)
RAOL HARSHVARDHAN (21BBA207)
JAY RATHOD (21BBA208)
MEENAXI RAVAL (21BBA210)

2. Contexts
● INTRODUCTION TO MARKETING
● WHAT IS DIRECT MARKETING
● FORMS AND GROWTH OF DIRECT MARKETING
● IMPORTANCE OF DIRECT MARKETING
● BENEFITS AND DISADVANTAGES OF DIRECT MARKETING
● DIGITAL MARKETING
● FORMS AND GROWTH OF DIGITAL MARKETING
● ADVANTAGES AND DISADVANTAGES OF MARKETING
● PUBLIC POLICY ISSUE IN MARKETING
● DIFFERENCE BETWEEN DIRECT AND DIGITAL MARKETING

3. INTRODUCTION TO MARKETING
● Definition of Marketing : Marketing refers to activities a company
undertakes to promote the buying or selling of a product or service.
Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates
on behalf of a company.
● Introduction :
○ Marketing is a form of communication between a business
house and its costumers with the goal of selling its products or
services to them.. Goods are not complete products until they
are in the hands of customers.
○ Marketing is that management process through which goods
and services move from concept to the customer.

4. ○ Marketing has less to do with getting customers to pay for a product as it does
with developing a demand for that product and fulfilling the customer's needs.
○ Marketing includes advertising, selling, and delivering products to consumers or other
businesses. Some marketing is done by affiliates on behalf of a company.
○ Professionals who work in a corporation's marketing and promotion departments
seek to get the attention of key potential audiences through advertising.
○ Promotions are targeted to certain audiences and may involve celebrity
endorsements, catchy phrases or slogans, memorable packaging or graphic designs
and overall media exposure.

5. • Direct marketing consists of any marketing that relies on direct communication or distribution to individual
consumers, rather than through a third party such as mass media. Mail, email, social media, and texting
campaigns are among the delivery systems used.
• Direct marketing, using catalogues, was practiced in 15th-century Europe. The publisher Aldus Manutius of
Venice printed a catalogue of the books he offered for sale.
• In 1667, the English gardener, William Lucas, published a seed catalogue, . which he mailed to his customers
to inform them of his prices. Catalogues spread to colonial America, where Benjamin Franklin is believed to
have been the first cataloguer in British America. In 1744, he produced a catalogue of scientific and
academic books
Direct Marketing

6. ● Meeting the demands of the consumer revolution and growth in wealth of the middle
classes that helped drive the Industrial Revolution in Britain, the Following the
industrial revolution of the late 18th-century,a growing middle class created new
demand class created new demand for goods and services Entrepreneurs, including
Matthew Boulton and pottery manufacturer, Josiah Wedgwood, pioneered many of the
marketing strategies used today, including direct marketing.

7. FORMS AND GROWTH OF DIRECT MARKETING
● Direct marketing is the distribution of products, information and promotional benefits to members of
the target market through interactive communication vehicles in a manner that allows customer
response to be measured.
The objective of direct marketing is to achieve a direct response from the customer, which may take the
following forms:
i. Purchase over telephone or by post (mail) or via the internet.
ii. A request for catalogue or sales literature.
iii. A request for product demonstration.
iv. A request for a salesman’s visit.

8. IMPORTANCE OF DIRECT MARKETING
Good direct marketing campaigns focus on promoting a specific product or service, and call
on your customers to act – to receive further information, register their interest, visit your
website, make a booking or a purchase.
Direct marketing gives you the opportunity to promote your products and services directly to
the customers who most need them. A good direct marketing campaign will:
● help you build relationships with new customers
● test the appeal of your product or service
● tell you which marketing approaches reach your target market
● provide customers with compelling content they can share with potential customers
● increase sales.
However, direct marketing campaigns require careful planning and a clear understanding of
responsible direct marketing practice. Being aware of the benefits and challenges of direct
marketing will help you use direct marketing effectively.

9. Making the most of direct marketing
A well-planned direct marketing campaign can take you straight to your ideal customers.
Identifying the benefits of direct marketing will help you stay focused on getting the most out
of your direct marketing campaign.
● Target your ideal customers
Using direct marketing allows you to target specific groups of customers with tailored
messages. By taking the time to research and identify the customers who are most likely to
need or want your products and services, you can focus your marketing efforts where they
have the highest chance of achieving results.
A well-targeted direct marketing campaign will also provide you with an accurate
understanding of how your customers are responding to your product and service offers.
● Market on a budget
Direct marketing that is targeted to a specific audience can help you set realistic sales
goals and improve sales results on a tight marketing budget. Businesses can run effective and
purposeful direct marketing campaigns at a fraction of the cost of broadcast advertising.

10. ● Increase sales to current and lapsed customers
Most customers welcome contact from familiar business people who
make an effort to understand their needs and build a personal relationship.
You can increase sales to your existing customers by maintaining reliable
customer records and choosing simple, well-planned promotional tactics.
You can also use direct marketing tactics to re-establish relationships with
customers who haven't returned to your business in a while. Approaching
lapsed customers is an opportunity to rekindle sales, keep your customer
records accurate, and find out why your customers move on.

12. BENEFITS AND DISADVANTAGES OF DIRECT MARKETING
★ Direct marketing can have pros and cons. Consider these carefully before starting a campaign.
Benefits of direct marketing-
Some of the strengths of direct marketing include:
● Targeting: You can send specific messages to particular groups of customers and potential
customers based on demographics and buying behaviour. The more targeted your
campaigns, the more successful they are likely to be.
● Personalisation: Reach your audience with a personal touch. Direct mail or email can be
addressed to a specific person, and even include details like past orders. A phone call can
engage a customer in conversation to start building a relationship with your business.
● Affordable: Tactics like email marketing or leafleting can be very cost effective. Most
direct marketing will be more cost effective for SMEs than mass media advertising
campaigns.
● Measurable: If your marketing messages ask the recipient to take a particular action or
use a specific voucher code, you can easily track the success of campaigns. This can help
you plan future campaigns.
● Informative: You can deliver detailed information on your products, services and prices
unlike other forms of advertising.

13. Challenges of direct marketing-
Some of the downsides and hurdles to overcome when using direct marketing include:
● Intrusive: Many people find direct marketing annoying and intrusive. This is especially true
of telemarketing and door-to-door sales. Some people dislike marketing mail and consider
it to be 'junk mail'. If consumers find your marketing tactics annoying it can create a
negative brand association and make them less likely to buy. This is more likely with less
targeted campaigns.
● Environment: Using leafleting or paper-heavy direct mail campaigns can be bad for the
environment. To avoid this, and any negative impact on your brand image, use recycled
materials or try email campaigns.
● Low response rates: direct marketing response rates tend to be around 1-3 per cent.
When you reach a consumer who isn't interested in your products of services, it wastes
money and they are likely to find it irritating. Use more targeted lists as opposed to
sending out mass messages to minimise this.
● Competition: It can be hard to make your messages stand out when the recipient
receives high number of marketing emails or direct mail.
● Cost: Tactics like telemarketing and direct mail may have high financial and resource costs.
● Legal issues: There are laws relating to privacy and data protection in direct marketing.
You must ensure that your mailing list only contains individuals who have consented to
receive marketing messages from you.

14. Digital Marketing
~What is Digital Marketing?
Digital Marketing is the term used for the targeted, measurable, and interactive marketing of products
or services using digital technologies to reach the viewers, turn them into customers, and retain them.
~So, how is digital marketing different from traditional marketing?
The traditional manner of marketing involved businesses to advertise their products or services on
print media, radio and television commercials, business cards, bill boards, and in many other similar ways
where Internet or social media websites were not employed for advertising. Traditional marketing policies
had limited customer reachability and scope of driving customers’ buying behavior.

15. FORMS AND GROWTH OF DIGITAL MARKETING
There are a few major benefits of digital marketing:
● You can focus your efforts on only the prospects most likely to purchase your product or service.
● It's more cost-effective than outbound marketing methods.
● Digital marketing evens the playing field within your industry and allows you to compete with bigger
brands.
● Digital marketing is measurable.
● It’s easier to adapt and change a digital marketing strategy.
● Digital marketing can improve your conversion rate and the quality of your leads.
● You can engage audiences at every stage with digital marketing.

16. Digital marketing benefits businesses of all sizes by giving access to the mass market at an
affordable price. Unlike TV or print advertising, it allows truly personalised marketing. Digital
marketing also comes with a number of challenges you should be aware of.
Advantages of digital marketing-
The main advantage of digital marketing is that a targeted audience can be reached in a cost-effective and
measurable way. Other digital marketing advantages include increasing brand loyalty and driving online sales.
The benefits of digital marketing include:
● Global reach - a website allows you to find new markets and trade globally for only a small investment.
● Lower cost - a properly planned and well targeted digital marketing campaign can reach the right
customers at a much lower cost than traditional marketing methods.
● Trackable, measurable results - measuring your online marketing with web analytics and other online
metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed
information about how customers use your website or respond to your advertising.
● Personalisation - if your customer database is linked to your website, then whenever someone visits the
site, you can greet them with targeted offers. The more they buy from you, the more you can refine
your customer profile and market effectively to them.
ADVANTAGES AND DISADVANTAGES OF MARKETING

17. ● Openness - by getting involved with social media and managing it carefully, you can build customer
loyalty and create a reputation for being easy to engage with.
● Social currency - digital marketing lets you create engaging campaigns using content marketing
tactics. This content (images, videos, articles) can gain social currency - being passed from user to
user and becoming viral.
● Improved conversion rates - if you have a website, then your customers are only ever a few clicks
away from making a purchase. Unlike other media which require people to get up and make a phone
call, or go to a shop, digital marketing can be seamless and immediate.
Together, all of these aspects of digital marketing have the potential to add up to more sales.
Disadvantages of digital marketing-
Some of the downsides and challenges of digital marketing you should be aware of include:
● Skills and training - You will need to ensure that your staff have the right knowledge and expertise
to carry out digital marketing with success. Tools, platforms and trends change rapidly and it's vital
that you keep up-to-date.
● Time consuming - tasks such as optimising online advertising campaigns and creating marketing
content can take up a lot of time. It's important to measure your results to ensure a return-on-
investment.

18. ● High competition - while you can reach a global audience with digital marketing, you are also up against
global competition. It can be a challenge to stand out against competitors and to grab attention among
the many messages aimed at consumers online.
● Complaints and feedback - any negative feedback or criticism of your brand is can be visible to your
audience through social media and review websites. Carrying out effective customer service online can
be challenging. Negative comments or failure to respond effectively can damage your brand reputation.
● Security and privacy issues - there are a number of legal considerations around collecting and using
customer data for digital marketing purposes. Take care to comply with the rules regarding privacy and
data protection.

19. PUBLIC POLICY ISSUE IN MARKETING
Companies require collecting information and intelligence about customers for analyzing, understanding their
requirements and preferences, and targeting them (Stone & Jacobs, 2007). Success in business depends to a
large extent on the mutual relationships between customers and companies. Companies understand the
importance of customer satisfaction and developing customer relationships (Martin & Murphy, 2017). Again,
companies also need to be aggressive to perform and sustain in the competition. This becomes even more
important in direct and digital marketing where the competition is intense. In direct marketing and in digital
marketing, company employees or people appointed by companies maintain direct relationships with
customers (Duhigg, 2007). Companies collect information and intelligence about customers through different
direct and digital marketing channels. Sometimes, direct and digital marketers may adopt aggressive
approaches which may not be liked by customers or may even bother or harm customers. Consequently,
customers become suspicious and speculative about the intentions of direct and digital marketers and the
policies adopted by them (Appuzo & Perlroth, 2014). This may also affect the reputation for the company
and for the industry as a whole (Asllani & Halstead, 2015). Customers may get irritated and frustrated
because of the actions of direct and digital marketers (Moraes & Michaelidou, 2017). The actions of direct
and digital marketers may in extreme cases result in instances of unfair practices or even outright
deception and fraud (Bonfrer & Dréze, 2009). Critics accuse the industry of invading the privacy of
customers, breaching the codes of conduct to be maintained while dealing with customers, and threatening
the security of customers (Hamidi & Moradi, 2017). The issues of privacy and security of customer
information are of prime importance especially in online and digital marketing. Critics accuse that marketers
violate the codes of conduct for customer privacy and security in digital marketing (Ikonen, Luoma-aho, &
Bowen, 2017).

20. Direct marketers and digital marketing are convenient and beneficial for customers (Martin & Murphy,
2017). Direct and digital marketers usually enjoy mutually beneficial and rewarding relationships. However,
although customers mostly benefit from direct and digital marketing, like various other aspects of
marketing, they have a dark side as well. Marketers sometimes adopt aggressive and shady tactics for their
selfish motives and these motives can harm customers (Ikonen et al., 2017). Such actions result in a bad
reputation for the entire industry. Abuses range from simple excesses that irritate customers to instances
of unfair practices. Sometimes, to overcome the competition, direct and digital marketers adopt certain
practices which result in outright deception and fraud. The direct marketing industry has also faced
growing privacy concerns. Digital marketers must deal with internet and mobile security issues (Martin &
Murphy, 2017). It is the responsibility of both marketers and customers to guard against irritating and
harmful effects of direct and digital marketing practices (Singer, 2012). The paper focuses on various public
policy issues in direct and digital marketing, responsibilities of direct and digital marketers and customers,
and various initiatives taken by companies to protect customers against such issues. The discussions in the
paper are important from the perspective of public administration because the policies adopted by
companies, governments, and regulatory bodies and agencies will have immediate effect on consumers
which in turn will affect the general public. The policies implemented require to be regulated. So, the
policies will have direct effects on public administration. Also, consumers have access to the internet and all
types of informational technologies in this digital age. Consumers are active on the social media, browse
through company websites, do much of their shopping online, and access the internet on their mobile
phones. Because of all these reasons, the topic is of relevance in the digital age.

21. DIFFERENCE BETWEEN DIRECT AND DIGITAL MARKETING

22. In the world of technology, marketing services has changed the face of businesses. There
are tons of marketing forms present in the world around us today. With technology giving a
new turn to every business these days, digital marketing and direct marketing has served as a
helping hand. Let us now discuss some of the benefits and features of these two.
DIRECT MARKETING:
Direct marketing is a form of advertising in which companies provide physical marketing
materials to consumers to communicate data about an item or services. Basically, it is an
advertising technique that targets a group of customers with the aim of influencing or
encouraging them to follow a course of action. Being an idealistic form of marketing, it has a
significant impact on how the consumer behaves socially and how to transform the business in
a positive way. This is usually brought into action by the use of billboards, signage, and much
more.
● Pros:
Having something tangible to present to a potential customer
Apt to focus on the subject for longer periods
Print ads, coupons, mailers, flyers and more act as a branding source

23. DIGITAL MARKETING:
Digital marketers look forward to providing value to their audience by using
content marketing and other marketing solutions so that the business adapt to
the era of marketing and communication. Through digital media channels and
social media such as Facebook, Twitter, Linkedin, Google Plus, Instagram, and
PPC, the promotion of brands, products, and services is done. Digital marketing
services give your business exposure to a larger audience at an affordable
price, unlike traditional marketing techniques.
● Pros:
A modern way of business marketing
It brings in positive impact over direct marketing
Global reach to the customers and can reach a much larger audience.
Lower cost and excellent results
Improved conversion rates and Increased Revenue
Directly connected to customers, drives potential traffic
High ROI conversion rate

24. Thank you