3. Marketing
Communications
today increasingly occur as a kind of personal dialogue
between the company and its customers.
Marketers are trying to figure out the right way to be part of the
consumer conversations and creating dialogues by saying and doing
the right thing to the right person at the right time is critical for
marketing effectiveness
4. Direct
Marketing
01
Is the use of consumer-direct (CD) channels
to reach and deliver goods and services to
customers without using marketing
middlemen
5. Types of Direct Marketing
• Telemarketing
• Email marketing
• Text marketing
• Direct mail
• Kiosk marketing
• Direct selling
• Social media marketing
• Brochures
• Direct response marketing
• Catalogs
• Internet marketing
6. - involves contacting clients over the phone to sell
them a product or service.
Telemarketing
Email marketing
- is when a company reaches out to consumers by
sending email messages to them.
Text marketing
- text marketing is when companies contact
consumers via text messages.
7. is a cost-effective way to reach many
different consumers in a crowded
setting, like a mall or grocery store.
allows a company to send information about
products, special offers, services and sales
to a street address via the postal service.
Direct mail Kiosk marketing
Direct Selling
involves a consultant selling products or
services to a customer in-person at the
customer's home or workplace.
Social media
marketing
uses various social media platforms to
connect with consumers, popularize
their brand, initiate business
transactions and promote special
offers.
8. are advertisement papers decorated to grab
customer's attention using pictures and vivid colors,
and they contain a wide array of information about a
business, like company goals, special offers or history.
sometimes known as broadcast advertising, involves
advertising a business through television, radio and
multimedia.
are small booklets or magazines that
showcase and advertise products and
services as well as the specials or new
items and features.
Brochures
Direct response
marketing
Catalogs
9. uses online search engines to generate
traffic to a company's website.
Internet marketing
10. 02
Interactive
Marketing
The fastest-growing channels for communicating with and selling directly to customers
are electronic: today, few campaigns are considered complete without an online
component. The Internet provides marketers and consumers with opportunities for
much greater interaction, and individualization. Some of the main categories of
interactive marketing are:
11. Categories of Interactive Marketing
-- web sites should embody or express the firm's purpose,
history, products, and vision; be attractive on first
viewing; and encourage repeat visits.
Web Sites
Search Ads
-- a hot growth area in interactive marketing is paid search
or pay-per-click ads, which account for roughly half of all
online ad spending.
12. -- display ads or banner ads are small, rectangular boxes
containing text and perhaps an image that firms pay to place
on relevant Web sites. The larger the audience, the higher the
cost. Interstitials are advertisements, often with video or
animation, which pop up between changes on Web site.
-- E-mail allows marketers to communicate at a fraction of the
cost of direct mail.
Display Ads
E-mail
13. Mobile Marketing
-- mobile marketing is growing. Cell phones represent a major
opportunity for advertisers to reach consumers on the
"third screen". In addition to text messages and ads, much
interest has been generated in mobile apps --"bite-sized".
