SlideShare a Scribd company logo
1 of 36
Download to read offline
17- 1Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
i t ’s good and
good for you
Chapter Seventeen
Direct and Online Marketing:
Building Direct Customer
Relationships
17- 2Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Direct and Online Marketing: Building
Direct Customer Relationships
• The New Direct-Marketing Model
• Growth and Benefits of Direct Marketing
• Customer Databases and Direct Marketing
• Forms of Direct Marketing
• Online Marketing
• Setting up an Online Marketing Presence
• Public Policy Issues in Direct Marketing
Topic Outline
17- 3Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
The New Direct Marketing Model
Direct marketing
• A marketing channel
without
intermediaries
• An element of the
promotion mix
• Fastest-growing
form of marketing
17- 4Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Growth and Benefits of Direct
Marketing
• Convenience
• Ready access to many products
• Access to comparative information about
companies, products, and competitors
• Interactive and immediate
Benefits to Buyers
17- 5Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Growth and Benefits of Direct
Marketing
• Tool to build customer relationships
• Low-cost, efficient, fast alternative to
reach markets
• Flexible
• Access to buyers not reachable
through other channels
Benefits to Sellers
17- 6Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Customer Databases and Direct
Marketing
Customer database is an
organized collection of
comprehensive data about
individual customers or
prospects, including
geographic, demographic,
psychographic, and
behavioral data
Customer Database
17- 7Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Forms of Direct Marketing
Personal selling direct marketing
Direct-mail direct marketing
Catalog direct marketing
Telephone marketing
Direct-response television marketing
Kiosk marketing
Digital direct marketing
Online marketing
17- 8Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Forms of Direct Marketing
Direct-mail marketing involves an offer,
announcement, reminder, or other
item to a person at a particular address
• Personalized
• Easy-to-measure results
• Costs more than mass media
• Provides better results than mass
media
17- 9Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Forms of Direct Marketing
Benefits of Web-based
catalogs
• Lower cost than
printed catalogs
• Unlimited amount of
merchandise
• Real-time
merchandising
• Interactive content
• Promotional features
Challenges of Web-
based catalogs
• Require marketing
• Difficulties in
attracting new
customers
Catalog direct marketing involves
printed and Web-based catalogs
17- 10Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Forms of Direct Marketing
Telephone direct marketing involves
using the telephone to sell directly to
consumers and business customers
• Outbound telephone marketing sells
directly to consumers and businesses
• Inbound telephone marketing uses
toll-free numbers to receive orders
from television and print ads, direct
mail, and catalogs
17- 11Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Forms of Direct Marketing
Direct-response television (DRTV)
marketing involves 60- to 120-second
advertisements that describe products or
give customers a toll-free number or Web
site to purchase and 30-minute
infomercials such as home shopping
channels
• Less expensive than other forms of
promotion and easier to track results
Direct-response television
17- 12Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Forms of Direct Marketing
• Kiosk marketing
• Digital direct
marketing
technologies
– Mobile phone
marketing
– Podcasts
– Vodcasts
– Interactive TV
17- 13Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
• Mobile phone marketing includes:
– Ring-tone giveaways
– Mobile games
– Ad-supported content
– Contests and sweepstakes
Forms of Direct Marketing
17- 14Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Forms of Direct Marketing
Podcasts and vodcast involve the downloading
of audio and video files via the Internet to a
handheld device such as a PDA or iPod and
listening to them at the consumer’s
convenience
Interactive TV (ITV) lets viewers interact with
television programming and advertising
using their remote controls and provides
marketers with an interactive and involving
means to reach targeted audiences
17- 15Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Internet is a vast public
Web of computer
networks that connects
users of all types around
the world to each other
and to a large
information repository
Marketing and the Internet
17- 16Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Business to
consumer
(B2C)
Business to
business
(B2B)
Consumer
to consumer
(C2C)
Consumer
to business
(C2B)
Online Marketing Domains
17- 17Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Business to consumer (B2C) involves
selling goods and services online to
final consumers
Business to business (B2B) involves
selling goods and services, providing
information online to businesses, and
building customer relationships
Online Marketing Domains
17- 18Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Consumer to consumer (C2C) occurs on the
Web between interested parties over a
wide range of products and subjects
Blogs
– Offer fresh, original, and inexpensive ways to
reach fragmented audiences
– Difficult to control
Online Marketing Domains
17- 19Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Consumer to business (C2B) involves
consumers communicating with companies
to send suggestions and questions via
company Web sites
Online Marketing Domains
17- 20Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Setting Up an Online Presence
• Creating a Web site requires designing an
attractive site and developing ways to get
consumers to visit the site, remain on the
site, and return to the site
17- 21Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Setting Up an Online Presence
Types of sites
• Corporate
Web site
• Marketing
Web site
17- 22Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Corporate Web site is designed to build
customer goodwill and to supplement
other channels, rather than to sell the
company’s products directly to:
• Provide information
• Create excitement
• Build relationships
Setting Up an Online Presence
17- 23Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Marketing Web site is designed to engage
consumers in interaction that will move
them closer to a direct purchase or other
marketing outcome
Setting Up an Online Presence
17- 24Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
To attract visitors, companies must:
• Promote an offline promotion and
online links
• Create value and excitement
• Constantly update the site
• Make the site useful
Designing Effective Web Sites
17- 25Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Designing Effective Web Sites
The Seven C’s
Context Content Community
Customization Communication Connection
Commerce
17- 26Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
• Forms of online advertising
– Display ads
– Search-related
ads
– Online classifieds
Placing Ads and Promotions Online
17- 27Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
• Banners are banner-shaped ads found on a
Web site
• Interstitials are ads that appear between
screen changes
• Pop-ups are ads that suddenly appear in a
new window in front of the window being
viewed
• Rich media ads incorporate animation,
video, sound, and interactivity
Placing Ads and Promotions Online
17- 28Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Search-related ads are ads in which text-
based ads and links appear alongside
search engine results on sites such as
Google and Yahoo! and are effective in
linking consumers to other forms of
online promotion
Placing Ads and Promotions Online
17- 29Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Content sponsorships provide companies with name
exposure through the sponsorship of special content
such as news or financial information
Viral marketing is the Internet version of word-of-
mouth marketing and involves the creation of a Web
site, e-mail message, or other marketing event that
customers pass along to friends
Placing Ads and Promotions Online
17- 30Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
• Social Networks (Web
communities) allow members to
congregate online and exchange
views on issues of common
interest
– Facebook
Creating or Participating in Social Networks (Web
Communities)
17- 31Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
Marketers are developing enriched messages
that include animation, interactivity, and
personal messages with streaming audio
and video to compete with the cluttered e-
mail environment
Using E-mail
17- 32Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Online Marketing
• Spam is unsolicited, unwanted commercial
e-mail messages
• Permission-based marketing allows users to
opt in or opt out of e-mail marketing
Using E-mail
17- 33Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Public Policy Issues in Direct
Marketing
• Irritation includes annoying and offending
customers
• Unfairness includes taking unfair advantage of
impulsive or less-sophisticated buyers
• Deception includes “heat merchants” who
design mailers and write copy designed to
mislead consumers
• Fraud includes identity theft and financial
scams
Irritation, Unfairness, Deception, and Fraud
17- 34Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Public Policy Issues in Direct
Marketing
• The concern is that marketers may know
too much about consumers and use this
information to take unfair advantage
• Sale of databases
• Microsoft
Invasion of Privacy
17- 35Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Public Policy Issues in Direct
Marketing
• Can Spam
• California Online Privacy Protection
Act (OPPA)
• Children’s Online Privacy Protection
Act (COPPA)
• TRUSTe
A Need for Action
17- 36Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall

More Related Content

What's hot

A Study on the Digital and Social Media Marketing of online B2B portals with ...
A Study on the Digital and Social Media Marketing of online B2B portals with ...A Study on the Digital and Social Media Marketing of online B2B portals with ...
A Study on the Digital and Social Media Marketing of online B2B portals with ...AYAN DUTTA
 
The dubs credentials 2013
The dubs credentials 2013The dubs credentials 2013
The dubs credentials 2013Rich Banham
 
Mkg plan social media strategy-hs-3jan13
Mkg plan social media strategy-hs-3jan13Mkg plan social media strategy-hs-3jan13
Mkg plan social media strategy-hs-3jan13xristianapr
 
NYC E-commerce proposal
NYC E-commerce proposalNYC E-commerce proposal
NYC E-commerce proposalMichael Trudel
 
HP | Integrated Media Campaign
HP | Integrated Media CampaignHP | Integrated Media Campaign
HP | Integrated Media CampaignRohit Rohan
 
GA Final Assignment - aplin creative (final) non confidential
GA Final Assignment - aplin creative (final) non confidentialGA Final Assignment - aplin creative (final) non confidential
GA Final Assignment - aplin creative (final) non confidentialRich Banham
 

What's hot (6)

A Study on the Digital and Social Media Marketing of online B2B portals with ...
A Study on the Digital and Social Media Marketing of online B2B portals with ...A Study on the Digital and Social Media Marketing of online B2B portals with ...
A Study on the Digital and Social Media Marketing of online B2B portals with ...
 
The dubs credentials 2013
The dubs credentials 2013The dubs credentials 2013
The dubs credentials 2013
 
Mkg plan social media strategy-hs-3jan13
Mkg plan social media strategy-hs-3jan13Mkg plan social media strategy-hs-3jan13
Mkg plan social media strategy-hs-3jan13
 
NYC E-commerce proposal
NYC E-commerce proposalNYC E-commerce proposal
NYC E-commerce proposal
 
HP | Integrated Media Campaign
HP | Integrated Media CampaignHP | Integrated Media Campaign
HP | Integrated Media Campaign
 
GA Final Assignment - aplin creative (final) non confidential
GA Final Assignment - aplin creative (final) non confidentialGA Final Assignment - aplin creative (final) non confidential
GA Final Assignment - aplin creative (final) non confidential
 

Viewers also liked

Progression of digipak
Progression of digipakProgression of digipak
Progression of digipakrobynjoyce
 
ALA 2009 Intellectual Freedom Presentation
ALA 2009 Intellectual Freedom PresentationALA 2009 Intellectual Freedom Presentation
ALA 2009 Intellectual Freedom PresentationKenneth Petrilli
 
юнна мориц
юнна морицюнна мориц
юнна морицscalex
 
аркадий гайдар
аркадий гайдараркадий гайдар
аркадий гайдарscalex
 
Sp loc10-19-jesus caminasobreelagua
Sp loc10-19-jesus caminasobreelaguaSp loc10-19-jesus caminasobreelagua
Sp loc10-19-jesus caminasobreelaguamarlon2013
 

Viewers also liked (7)

Rare
RareRare
Rare
 
Progression of digipak
Progression of digipakProgression of digipak
Progression of digipak
 
ALA 2009 Intellectual Freedom Presentation
ALA 2009 Intellectual Freedom PresentationALA 2009 Intellectual Freedom Presentation
ALA 2009 Intellectual Freedom Presentation
 
Ayudas misiones comerciales - Aragón 2013
Ayudas misiones comerciales - Aragón 2013Ayudas misiones comerciales - Aragón 2013
Ayudas misiones comerciales - Aragón 2013
 
юнна мориц
юнна морицюнна мориц
юнна мориц
 
аркадий гайдар
аркадий гайдараркадий гайдар
аркадий гайдар
 
Sp loc10-19-jesus caminasobreelagua
Sp loc10-19-jesus caminasobreelaguaSp loc10-19-jesus caminasobreelagua
Sp loc10-19-jesus caminasobreelagua
 

Similar to Pom 14 inppt_17

Ch 17.direct and online marketing building direct customer relationships
Ch 17.direct and online marketing building direct customer relationshipsCh 17.direct and online marketing building direct customer relationships
Ch 17.direct and online marketing building direct customer relationshipsZAREFAH
 
Principles of Marketing - Chapter 17
Principles of Marketing - Chapter 17Principles of Marketing - Chapter 17
Principles of Marketing - Chapter 17Perkha Khan
 
Direct and online marketing
Direct and online marketingDirect and online marketing
Direct and online marketingBibek Prajapati
 
Ch 17.direct and online marketing building direct customer relationships
Ch 17.direct and online marketing building direct customer relationshipsCh 17.direct and online marketing building direct customer relationships
Ch 17.direct and online marketing building direct customer relationshipsZAREFAH
 
Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14Perkha Khan
 
Chapter 13 - Advertising, PR and Consumer Sales Promotions
Chapter 13 - Advertising, PR and Consumer Sales PromotionsChapter 13 - Advertising, PR and Consumer Sales Promotions
Chapter 13 - Advertising, PR and Consumer Sales PromotionsNicholsb1
 
Strauss_emktg6_ppt14.ppt
Strauss_emktg6_ppt14.pptStrauss_emktg6_ppt14.ppt
Strauss_emktg6_ppt14.pptPradeep513562
 
Creating and Capturing Customer Value
Creating and Capturing Customer ValueCreating and Capturing Customer Value
Creating and Capturing Customer ValueAsfand Yar
 
Armstrong mai12 inppt_14
Armstrong mai12 inppt_14Armstrong mai12 inppt_14
Armstrong mai12 inppt_14Jamie Pleasant
 
Kotlermm13emedia18 131030043148-phpapp02
Kotlermm13emedia18 131030043148-phpapp02Kotlermm13emedia18 131030043148-phpapp02
Kotlermm13emedia18 131030043148-phpapp02Fussa Dhaza
 
Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15Perkha Khan
 
Chapter 1-creating-and-capturing-customer-value
Chapter 1-creating-and-capturing-customer-valueChapter 1-creating-and-capturing-customer-value
Chapter 1-creating-and-capturing-customer-valuehttp://www.trendenews.com/
 
Pertemuan - 13- kotler-(a).ppt
Pertemuan - 13- kotler-(a).pptPertemuan - 13- kotler-(a).ppt
Pertemuan - 13- kotler-(a).pptarrywidodo
 

Similar to Pom 14 inppt_17 (20)

Ch 17.direct and online marketing building direct customer relationships
Ch 17.direct and online marketing building direct customer relationshipsCh 17.direct and online marketing building direct customer relationships
Ch 17.direct and online marketing building direct customer relationships
 
Principles of Marketing - Chapter 17
Principles of Marketing - Chapter 17Principles of Marketing - Chapter 17
Principles of Marketing - Chapter 17
 
Chapter #17
Chapter #17Chapter #17
Chapter #17
 
Kotler pom 15e_inppt_09
Kotler pom 15e_inppt_09Kotler pom 15e_inppt_09
Kotler pom 15e_inppt_09
 
Direct and online marketing
Direct and online marketingDirect and online marketing
Direct and online marketing
 
Ch 17.direct and online marketing building direct customer relationships
Ch 17.direct and online marketing building direct customer relationshipsCh 17.direct and online marketing building direct customer relationships
Ch 17.direct and online marketing building direct customer relationships
 
E Marketing.ppt
E Marketing.pptE Marketing.ppt
E Marketing.ppt
 
Chapter #14
Chapter #14Chapter #14
Chapter #14
 
Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14Principles of Marketing - Chapter 14
Principles of Marketing - Chapter 14
 
Chapter 13 - Advertising, PR and Consumer Sales Promotions
Chapter 13 - Advertising, PR and Consumer Sales PromotionsChapter 13 - Advertising, PR and Consumer Sales Promotions
Chapter 13 - Advertising, PR and Consumer Sales Promotions
 
Strauss_emktg6_ppt14.ppt
Strauss_emktg6_ppt14.pptStrauss_emktg6_ppt14.ppt
Strauss_emktg6_ppt14.ppt
 
Creating and Capturing Customer Value
Creating and Capturing Customer ValueCreating and Capturing Customer Value
Creating and Capturing Customer Value
 
Armstrong mai12 inppt_14
Armstrong mai12 inppt_14Armstrong mai12 inppt_14
Armstrong mai12 inppt_14
 
Kotlermm13emedia18 131030043148-phpapp02
Kotlermm13emedia18 131030043148-phpapp02Kotlermm13emedia18 131030043148-phpapp02
Kotlermm13emedia18 131030043148-phpapp02
 
Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15
 
Chapter 1
Chapter 1Chapter 1
Chapter 1
 
Chapter 1-creating-and-capturing-customer-value
Chapter 1-creating-and-capturing-customer-valueChapter 1-creating-and-capturing-customer-value
Chapter 1-creating-and-capturing-customer-value
 
Pertemuan - 13- kotler-(a).ppt
Pertemuan - 13- kotler-(a).pptPertemuan - 13- kotler-(a).ppt
Pertemuan - 13- kotler-(a).ppt
 
Kotler_MM_14e_19_ippt.ppt
Kotler_MM_14e_19_ippt.pptKotler_MM_14e_19_ippt.ppt
Kotler_MM_14e_19_ippt.ppt
 
Kotler_MM_14e_19_ippt.ppt
Kotler_MM_14e_19_ippt.pptKotler_MM_14e_19_ippt.ppt
Kotler_MM_14e_19_ippt.ppt
 

Pom 14 inppt_17

  • 1. 17- 1Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Seventeen Direct and Online Marketing: Building Direct Customer Relationships
  • 2. 17- 2Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Direct and Online Marketing: Building Direct Customer Relationships • The New Direct-Marketing Model • Growth and Benefits of Direct Marketing • Customer Databases and Direct Marketing • Forms of Direct Marketing • Online Marketing • Setting up an Online Marketing Presence • Public Policy Issues in Direct Marketing Topic Outline
  • 3. 17- 3Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall The New Direct Marketing Model Direct marketing • A marketing channel without intermediaries • An element of the promotion mix • Fastest-growing form of marketing
  • 4. 17- 4Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Growth and Benefits of Direct Marketing • Convenience • Ready access to many products • Access to comparative information about companies, products, and competitors • Interactive and immediate Benefits to Buyers
  • 5. 17- 5Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Growth and Benefits of Direct Marketing • Tool to build customer relationships • Low-cost, efficient, fast alternative to reach markets • Flexible • Access to buyers not reachable through other channels Benefits to Sellers
  • 6. 17- 6Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Customer Databases and Direct Marketing Customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data Customer Database
  • 7. 17- 7Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Forms of Direct Marketing Personal selling direct marketing Direct-mail direct marketing Catalog direct marketing Telephone marketing Direct-response television marketing Kiosk marketing Digital direct marketing Online marketing
  • 8. 17- 8Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Forms of Direct Marketing Direct-mail marketing involves an offer, announcement, reminder, or other item to a person at a particular address • Personalized • Easy-to-measure results • Costs more than mass media • Provides better results than mass media
  • 9. 17- 9Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Forms of Direct Marketing Benefits of Web-based catalogs • Lower cost than printed catalogs • Unlimited amount of merchandise • Real-time merchandising • Interactive content • Promotional features Challenges of Web- based catalogs • Require marketing • Difficulties in attracting new customers Catalog direct marketing involves printed and Web-based catalogs
  • 10. 17- 10Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Forms of Direct Marketing Telephone direct marketing involves using the telephone to sell directly to consumers and business customers • Outbound telephone marketing sells directly to consumers and businesses • Inbound telephone marketing uses toll-free numbers to receive orders from television and print ads, direct mail, and catalogs
  • 11. 17- 11Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Forms of Direct Marketing Direct-response television (DRTV) marketing involves 60- to 120-second advertisements that describe products or give customers a toll-free number or Web site to purchase and 30-minute infomercials such as home shopping channels • Less expensive than other forms of promotion and easier to track results Direct-response television
  • 12. 17- 12Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Forms of Direct Marketing • Kiosk marketing • Digital direct marketing technologies – Mobile phone marketing – Podcasts – Vodcasts – Interactive TV
  • 13. 17- 13Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall • Mobile phone marketing includes: – Ring-tone giveaways – Mobile games – Ad-supported content – Contests and sweepstakes Forms of Direct Marketing
  • 14. 17- 14Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Forms of Direct Marketing Podcasts and vodcast involve the downloading of audio and video files via the Internet to a handheld device such as a PDA or iPod and listening to them at the consumer’s convenience Interactive TV (ITV) lets viewers interact with television programming and advertising using their remote controls and provides marketers with an interactive and involving means to reach targeted audiences
  • 15. 17- 15Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Internet is a vast public Web of computer networks that connects users of all types around the world to each other and to a large information repository Marketing and the Internet
  • 16. 17- 16Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Business to consumer (B2C) Business to business (B2B) Consumer to consumer (C2C) Consumer to business (C2B) Online Marketing Domains
  • 17. 17- 17Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Business to consumer (B2C) involves selling goods and services online to final consumers Business to business (B2B) involves selling goods and services, providing information online to businesses, and building customer relationships Online Marketing Domains
  • 18. 17- 18Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Consumer to consumer (C2C) occurs on the Web between interested parties over a wide range of products and subjects Blogs – Offer fresh, original, and inexpensive ways to reach fragmented audiences – Difficult to control Online Marketing Domains
  • 19. 17- 19Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Consumer to business (C2B) involves consumers communicating with companies to send suggestions and questions via company Web sites Online Marketing Domains
  • 20. 17- 20Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Setting Up an Online Presence • Creating a Web site requires designing an attractive site and developing ways to get consumers to visit the site, remain on the site, and return to the site
  • 21. 17- 21Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Setting Up an Online Presence Types of sites • Corporate Web site • Marketing Web site
  • 22. 17- 22Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Corporate Web site is designed to build customer goodwill and to supplement other channels, rather than to sell the company’s products directly to: • Provide information • Create excitement • Build relationships Setting Up an Online Presence
  • 23. 17- 23Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Marketing Web site is designed to engage consumers in interaction that will move them closer to a direct purchase or other marketing outcome Setting Up an Online Presence
  • 24. 17- 24Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing To attract visitors, companies must: • Promote an offline promotion and online links • Create value and excitement • Constantly update the site • Make the site useful Designing Effective Web Sites
  • 25. 17- 25Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Designing Effective Web Sites The Seven C’s Context Content Community Customization Communication Connection Commerce
  • 26. 17- 26Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing • Forms of online advertising – Display ads – Search-related ads – Online classifieds Placing Ads and Promotions Online
  • 27. 17- 27Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing • Banners are banner-shaped ads found on a Web site • Interstitials are ads that appear between screen changes • Pop-ups are ads that suddenly appear in a new window in front of the window being viewed • Rich media ads incorporate animation, video, sound, and interactivity Placing Ads and Promotions Online
  • 28. 17- 28Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Search-related ads are ads in which text- based ads and links appear alongside search engine results on sites such as Google and Yahoo! and are effective in linking consumers to other forms of online promotion Placing Ads and Promotions Online
  • 29. 17- 29Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Content sponsorships provide companies with name exposure through the sponsorship of special content such as news or financial information Viral marketing is the Internet version of word-of- mouth marketing and involves the creation of a Web site, e-mail message, or other marketing event that customers pass along to friends Placing Ads and Promotions Online
  • 30. 17- 30Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing • Social Networks (Web communities) allow members to congregate online and exchange views on issues of common interest – Facebook Creating or Participating in Social Networks (Web Communities)
  • 31. 17- 31Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing Marketers are developing enriched messages that include animation, interactivity, and personal messages with streaming audio and video to compete with the cluttered e- mail environment Using E-mail
  • 32. 17- 32Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Online Marketing • Spam is unsolicited, unwanted commercial e-mail messages • Permission-based marketing allows users to opt in or opt out of e-mail marketing Using E-mail
  • 33. 17- 33Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Public Policy Issues in Direct Marketing • Irritation includes annoying and offending customers • Unfairness includes taking unfair advantage of impulsive or less-sophisticated buyers • Deception includes “heat merchants” who design mailers and write copy designed to mislead consumers • Fraud includes identity theft and financial scams Irritation, Unfairness, Deception, and Fraud
  • 34. 17- 34Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Public Policy Issues in Direct Marketing • The concern is that marketers may know too much about consumers and use this information to take unfair advantage • Sale of databases • Microsoft Invasion of Privacy
  • 35. 17- 35Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Public Policy Issues in Direct Marketing • Can Spam • California Online Privacy Protection Act (OPPA) • Children’s Online Privacy Protection Act (COPPA) • TRUSTe A Need for Action
  • 36. 17- 36Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Editor's Notes

  1. Note to Instructor This Web link is for the DMA association—this would be an interesting site to explore with the students as it addresses many key issues in the industry. Of particular interest is the “marketing news” and the “advocacy” areas that can be viewed right on the homepage.
  2. Note to Instructor Discussion Question When do you find direct mail to be a beneficial as a consumer? Students might mention favorite retailers that email them coupons every week OR coupons they get in the mail. Victoria’s secret will often come up as a favorite among the female students.
  3. Note to Instructor You can ask students how and why marketers use the databases. They should realize the following uses: Locate good and potential customers Generate sales leads Learn about customers Develop strong long-term relationships
  4. Note to Instructor Discussion Question What are the benefits and challenges of telephone direct marketing? They should be able to identify the following: Benefits Purchasing convenience Increased product service and information Challenges Unsolicited outbound telephone marketing Do-Not-Call Registry
  5. Note to Instructor Students have often purchased from these late night television ads. Ask what they have purchased and their satisfaction with the products?
  6. Note to Instructor At first students might be unsure as to what kiosk marketing involves. It involves placing information and ordering machines in stores, airports, trade shows, and other locations. Students might have used kiosk marketing—ask them if they have used the in-store machines from Kodak or Fuji for making prints in stores.
  7. Note to Instructor Marketers are expecting to see growth in this area over the next few years. This Web link is for an interesting site called Mobile Marketing Watch. By linking to the site you can see some of the major events within the industry. Mobile is exciting to marketers because they can delivered personalized messages to the user while they are out and about—perhaps even in the store.
  8. Note to Instructor Students might be aware of how marketers can use these sites. The text gives an example of Nescafe placing an ad on a blogging site. Students may be familiar with ads on Facebook and the types of companies who advertise on this site. Blogs are good for marketers as they provide fresh, original, personal, and cost efficient methods to reach consumers. For this reason “word of Web” is joining “word of mouth” as a buying influence.
  9. Note to Instructor This link takes you to the MINI-USA site. Ask the students to evaluate the site. This will provide a nice preview for the 7Cs which follows in a few slides.
  10. Note to Instructor This is a great Web link to the annual Webby awards. These are awards for the best on the Web. Before class the you should review the sites and find one or two to show the students. Students will comment on whether they believe the site is a winner.
  11. Note to Instructor Context is the site’s layout. Content is the site’s pictures, sound, and video. Community is the site’s means to enable user-to-user communication. Customization is the site’s ability to tailor itself to different users or to allow users to personalize the site. Communication is the way the site enables user-to-user, user-to-site, or two-way communication. Connection is the degree that the site is lined to other sites. Commerce is the site’s capabilities to enable commercial transactions. Change—To keep customers coming back, the site needs to constantly change.
  12. Note to Instructor This Web link is to boston.com. Professors might have other sites they know with many different types of ads. Visit the site and have students locate examples of these types of ads.
  13. Note to Instructor Discussion Question What must marketers consider when designing a site for children? This Web link is for the Bratz site, which you can visit for an illustration. COPPA requires Web sites to post privacy policies and notify parents about the information they are gathering from children under the age of 13.
  14. D