Direct marketing has become highly technology-intensive, leveraging various digital channels. Email marketing generates the highest return on investment of any marketing channel. Interactive TV allows two-way communication between viewers and advertisers. Infomercials are long-form commercials well-suited to demonstrating products priced over $39.95. Home shopping channels provide a televised shopping experience for consumers. The internet further expands direct marketing opportunities through email, social media, online advertising, personalized websites, and more.
I wrote this article for SES Magazine under the byline of executive leadership, showing how Groupon and group buying use a business model that works for some, not all.
How Successful Marketers Are Embracing Connection, Communication and CommerceKahuna
As the costs to acquire users continue to rise, the winning brands will aim to create authentic connections with users through owned communication channels like in-app messages, push notifications and email. This presentation showcases how brands can do this and the importance of automation in building an effective owned communication strategy for the mobile era.
I wrote this article for SES Magazine under the byline of executive leadership, showing how Groupon and group buying use a business model that works for some, not all.
How Successful Marketers Are Embracing Connection, Communication and CommerceKahuna
As the costs to acquire users continue to rise, the winning brands will aim to create authentic connections with users through owned communication channels like in-app messages, push notifications and email. This presentation showcases how brands can do this and the importance of automation in building an effective owned communication strategy for the mobile era.
The Future of Location Based AdvertisingBernard Leong
Delivered the presentation on 23 June 2011 at Smart Mobility Conference organized by IDA during CommunicAsia 2011 at Marina Bay Sands. We provide some recent trends in mobility, the different technologies about location based advertising, and provide some recent numbers from Chalkboard and also some metrics coming out from our campaign facilitated by Housing Development Board with Joo Chiat Complex.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.
Make Money Online: What Makes A Good Business Model?Tommy Landry
We've all been lured by the Siren of making money in our sleep. We are bombarded with offerings of “blueprints” that will help us get rich quick. Now let’s talk about reality…
There’s no magic wand, but there are business concepts that scale easier than others. You can make money while you’re awake and while you sleep, if your model is right and you market it properly.
This material was originally presented to the Austin Online Marketing Club on April 9, 2014.
Here's what I presented on behalf of BMW for AutomotiveWorld recently. The event was entitled 'Social networks and the global auto industry: the marketing opportunity'.
I talked about social media trends from an automotive perspective with some key learnings from BMW.. and then answered a load of questions. It was moderately enjoyable.
Lead Definition: Knowing your Perfect Customer ProfileSalesOptimize
In this slideshare, we talk about the complex nature of sales leads, knowing how to identify that perfect customer, and how you can work them through the sales pipeline.
Our previous blog on lead generation: https://www.salesoptimize.com/lead-definition-knowing-your-perfect-customer-profile/
The Future of Location Based AdvertisingBernard Leong
Delivered the presentation on 23 June 2011 at Smart Mobility Conference organized by IDA during CommunicAsia 2011 at Marina Bay Sands. We provide some recent trends in mobility, the different technologies about location based advertising, and provide some recent numbers from Chalkboard and also some metrics coming out from our campaign facilitated by Housing Development Board with Joo Chiat Complex.
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.
Make Money Online: What Makes A Good Business Model?Tommy Landry
We've all been lured by the Siren of making money in our sleep. We are bombarded with offerings of “blueprints” that will help us get rich quick. Now let’s talk about reality…
There’s no magic wand, but there are business concepts that scale easier than others. You can make money while you’re awake and while you sleep, if your model is right and you market it properly.
This material was originally presented to the Austin Online Marketing Club on April 9, 2014.
Here's what I presented on behalf of BMW for AutomotiveWorld recently. The event was entitled 'Social networks and the global auto industry: the marketing opportunity'.
I talked about social media trends from an automotive perspective with some key learnings from BMW.. and then answered a load of questions. It was moderately enjoyable.
Lead Definition: Knowing your Perfect Customer ProfileSalesOptimize
In this slideshare, we talk about the complex nature of sales leads, knowing how to identify that perfect customer, and how you can work them through the sales pipeline.
Our previous blog on lead generation: https://www.salesoptimize.com/lead-definition-knowing-your-perfect-customer-profile/
En el marco de la reforma liberalizadora y privatizadora de mercados en la década de los noventa en América Latina y el Caribe, la mayoría de países creó fondos para el acceso universal a las telecomunicaciones. La evaluación realizada por REGULATEL en 2006 mostró un panorama que combinada éxitos en la constitución de fondos y la implementación de políticas de inclusión digital, pero también grandes restricciones para el uso efectivo de los recursos acumulados, al mismo tiempo que los servicios básicos dejaban de ser aquellos vinculados a las redes de telefonía pública para convertirse, por preferencias de la población, en servicios de acceso a Internet o de telefonía móvil. Hacia 2006, sea cual fuere el servicio considerado, se constataron importantes brechas de mercado y de acceso.
Han pasado cinco años desde la publicación de REGULATEL y es conveniente, en un contexto de dinamismo tecnológico, convergencia y donde la banda ancha, es decir, los accesos a Internet de alta velocidad, han tomado el protagonismo para la formulación de políticas públicas, revisar las políticas, planes y agendas de los países de la región en cuanto a la universalización del acceso a los servicios de telecomunicaciones. La discusión se enmarca dentro del debate entre promoción de la competencia y expansión de la infraestructura, en la medida que la masificación de la banda ancha requerirá ingentes recursos sea para construir nuevas redes allí donde no están disponibles, reemplazar redes viejas con fibra óptica, o aumentar la capilaridad de cualquier red. La combinación óptima de esfuerzo público y esfuerzo privado, en un contexto donde no solamente es imperativo ampliar la infraestructura, sino también promover la apropiación y el uso de los servicios de banda ancha, al mismo tiempo que se fomenta aplicaciones desde el sector público que mejoren la vida de las personas, al reducir el tiempo que invierten en ser ciudadanos o consumidores, es un tema de debate.
Sobre la base de información recogida en agosto de 2010, y como parte de la colaboración de DIRSI con la CEPAL para la realización de la conferencia E-LAC 2010, en este estudio se pasa revista a la manera cómo los países vinculan sus políticas de desarrollo de banda ancha, o de inclusión digital, con los objetivos de universalización de los servicios de telecomunicaciones. Lo que se encuentra es más países han constituido fondos, como es el caso de Bolivia, Costa Rica y Panamá, y que se ha diversificado la fuente de financiamiento, por ejemplo, hacia las cooperativas en el caso de Argentina, o desde el Tesoro Público, en el caso de Guatemala; mientras que Chile mantuvo su modelo de financiamiento por la vía del Tesoro. Asimismo, casi todos los países cuentan con alguna forma de agenda digital, pero solamente Brasil ha publicado un ambicioso plan de desarrollo de la banda ancha que contiene objetivos de universalización, mientras Perú se encuentra en un proceso participativo de formulación del plan. De otro lado, Trinidad y Tobago cuenta con un plan pero que no es público, mientras la República Dominicana implementa un plan de expansión de telecomunicaciones rurales sobre la base de conexiones de banda ancha. Del resto de países de la región, se llama la atención sobre Colombia, con la reciente propuesta del plan Vive Digital, que busca la masificación del uso de Internet, con un importante esfuerzo desde un enfoque comprehensivo, para la expansión de los servicios de gobierno, así como la capacitación para el uso, el desarrollo de industrias alrededor de las TIC y la ampliación de la infraestructura.
Merck facts and figures. This document provides key information on the pharmaceutical player Merck. It covers financials, strategic aspects and other KPI's as well as information on corporate responsibility topics.
Consultores y Asesores en Capacitación Chile Limitada es un conjunto de profesionales, técnicos y expertos procedentes de diferentes disciplinas y especialidades reunidos en torno a objetivos comunes y complementarios sobre el desarrollo, perfeccionamiento y adaptabilidad de las personas en sus puestos de trabajo. Como equipo nos preocupamos de entregar una capacitación a personas acorde con sus intereses de desarrollo personal, profesional y laboral.
Addressable TV: The Re-evolution of the medium TVSocialMedia8
One-way communication and Television ran the show for about 60 years.
We now welcome CMOs to the re-evolution of the medium Television.
TV will transform to more channels, more platforms (cable, ip, connected), more
screens (pc, tablet smartphone), open distribution, VOD, non-linear players (Hulu,
Netflix, Google, Apple, Disney), Web & Social TV and Addressable TV…
This is a short presentation on Digital Marketing which gives an overview of Digital Evolution, Traditional Marketing, the advantages and disadvantages of Digital Marketing, Search Engine Optimization SEO, Google Analytics, Social Media Marketing.
Chapter17In This Chapter, We Will Address the Fo.docxmccormicknadine86
Ch
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ter
17
In This Chapter, We Will Address
the Following Questions
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What are the major steps in developing effective communications?
4. What is the communications mix, and how should it be set?
5. What is an integrated marketing communications program?
Ocean Spray has revitalized its brand
through extensive new product develop-
ment and a thoroughly integrated modern
marketing communications program.
PART 7 Communicating Value
Chapter 17 | Designing and Managing Integrated Marketing Communications
Chapter 18 | Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also communicate with their present and
potential stakeholders and the general public. For most marketers, therefore, the question is not
whether to communicate but rather what to say, how and when to say it, to whom, and how often.
Consumers can turn to hundreds of cable and satellite TV channels, thousands of magazines and
newspapers, and millions of Internet pages. They are taking a more active role in deciding what
communications they want to receive as well as how they want to communicate to others about
the products and services they use. To effectively reach and influence target markets, holistic
marketers are creatively employing multiple forms of communications. Ocean Spray—an agricultural
cooperative of cranberry growers—has used a variety of communication vehicles to turn its sales
fortunes around.
Facing stiff competition, a number of adverse consumer trends, and nearly a decade of
declining sales, Ocean Spray COO Ken Romanzi and Arnold Worldwide decided to
“reintroduce the cranberry to America” as the “surprisingly versatile little fruit that
supplies modern-day benefits,” through a true 360-degree campaign that used all
facets of marketing communications to reach consumers in a variety of settings. The
intent was to support the full range of products—cranberry sauce, fruit juices, and dried cranberries
in different forms—and leverage the fact that the brand was born in the cranberry bogs and
remained there still. The agency decided to tell an authentic, honest, and perhaps surprising story
dubbed “Straight from the Bog.” The campaign was designed to also reinforce two key brand bene-
fits—that Ocean Spray products tasted good and were good for you. PR played a crucial role.
Miniature bogs were brought to Manhattan and featured on an NBC Today morning segment.
A “Bogs across America Tour” brought the experience to Los Angeles,
Chicago, and even London. Television and print advertising featured
two growers (depicted by actors) standing waist-deep in a bog and
talking ...
Digital marketing- A non conventional way of Marketing where the clients and the organization has a digital relationship between them. A newest and cheapest way of marketing.
In this presentation you will get a complete insight of the digital marketing and its types.
These slides cover integrated marketing communications for traditional and digital media. Beginning with the example of P&G reducing paid media spending online, the topic covers budgets for ad expenses, the mix of media usage, paid media costs and cost per thousand. There are video case studies that show brands that effectively integrate media and a discussion of cross media strategies and effectiveness of advertising. These slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press.
Today's Media Planning and Buying LandscapeRenoTahoeAMA
At the Reno-Tahoe AMA's Third Annual Marketing Workshop, held on March 26th, 2015, EXL Media's owner Wendy Hummer discussed today's media planning and buying landscape.
Wendy started out as a broadcast buyer at McCann Erikson in San Francisco in 1988. For four years she purchased broadcast media for accounts such as Wells Fargo, Safeway, PG&E, Coca Cola and Columbia Pictures. Wendy founded EXL Media is in 1994. Wendy is not only an expert in planning and buying all media types; she is also the company media strategist, digital analytics expert and out of home buyer. She has spoken at several conferences including CalTIA Conference (2009) and IAAPA (2011). She is passionate about creating a well-rounded, results oriented, integrated media mix for every single client.
Here in this Presentation you will find about the "use of internet as marketing medium"
and types of internet marketing with complete data and analysis .....
I hope, it will be helpful
52 Types of Marketing Strategies to help you build awareness and attract new customers. If anyone is looking for social media marketing strategies and tactics.
52 Types of Marketing Strategies
In order for businesses to win market share and stay relevant they need to consider many types of marketing strategies. Each marketing strategy can communicate to a target market the benefits and features of a product.
Marketing strategies can also communicate an overall value to their customers. In many cases, this is the core of building equity or good will in your target markets. Apple, for example, has invested in creating commercials for television, billboards, and magazines that showcase their products in such a way that their customers feel an affinity towards Apple’s products.
Do You Have A Multiscreen Marketing Strategy? Cox Media
Are you looking for ways to drive new leads to your Louisiana-based business? Do you need a marketing strategy for capturing the attention of consumers online, across multiple screens? This presentation is a great starting point. It gives an overview of trends on how consumers are using media daily to shop and socialize -- and how they are making decisions about what services and products to buy.
This presentation covers the whole topic of marketing communication or promotion including the Promotion Mix as Product Mix and Tools of the promotion, fully explained. followed by which promotional objectives and media selection and management.
1. When It Comes to Marketing,
Think Like An Investor
Retaining customers is mission critical for profitability.
Aijaz Shahid
aijazshahid@gmail.com
fb: directmarketing1
03315575501
3. DIRECT MARKETING “A
TECHNOLOGY
INTENSIVE BUSINESS”
We live in a world where 66% of online adults are connected to one
or more social media platforms; that’s over 10.4 million users on
Pinterest, over 200 million active Twitter accounts, over 850 million
users on Facebook, over 135 millions users on LinkedIn, and over
90 million users on Google
According to the DMA, commercial email marketing is bringing in a
much higher return for every dollar spent than every other marketing
channel. In 2011, email marketing brought in $40.56 for every dollar
spent on it throughout the year. Social networking’s return was
$12.71 in 2011. This number is expected to increase, with a
projected return of $12.90 in 2012.
4. Interactive TV
For a long while TV advertisers have longed for the ability to monitor
and interact with their TV audience, and now they can .
The majority of us now have cable, SKY or similar digital TV and
with this comes the ability to interact with our TVs, programs and watch or
re-watch what we want when we want, even pause live TV
We all have seen the TV programmes telling us to push the red or
blue buttons, most of us have tried it, most of us have gone into our digital
TV options to buy films to watch, find a programme we have missed or
even search the internet and send emails or play games. For the consumer
this interactive TV has entered our lives without us even really realizing it.
Source:
Wikipedia/google
5. Interactive TV (ITV or iTV) is an approach to television advertising
and programming that creates the opportunity for viewers to
communicate with advertisers and programming executives by
responding to a call to action.
Examples:
» The new interactive channel will allow TVG Network viewers to
access the latest racing news, race information, odds and
results on horse races televised live by TVG. In certain markets
where legally available, users will be able to bet on horse races
using their remote control.
» The interactive television application enables Dish Network
viewers to access graphically rich headlines and stories, vote in
polls and review on-air schedules while viewing the CNN
channel.
6. Infomercials
An infomercial is commonly referred to as a long form commercial. An
infomercial is an excellent medium for selling certain types of products such as:
» Highly Demonstrable
» Priced at $39.95 or above
» Products that require a longer format, in order to thoroughly educate the
consumer about the product's features and benefits.
» Products that appeal to consumers' emotions through the use of testimonials.
ő There are typically 3-4 segments in an infomercial.
ő These segments usually include product demonstrations outlining the product's
features and benefits, testimonials, and for some health and beauty and fitness
type products, before and after photos.
ő Each segment is followed by a call-to-action (CTA). The CTA is the key selling
portion of the infomercial and is usually 2-3 minutes in length.
ő The CTA includes a recap of the product features and benefits, the offer and the
price, plus the 800 number and website address.
7. ő Typically a successful infomercial campaign runs for six to twelve months
and then the product is often taken to retail.
ő Retailers are very interested in stocking successful infomercial products
because they know that consumers will be seeking out the product at
retail.
The products frequently marketed through infomercials may
include:
Cleaning products,
Food preparation devices,
Dietary supplements,
Alternative health aids,
Real estate investment strategies,
Beauty supplies/baldness remedies/weight loss products,
Personal fitness devices/home exercise machines
Source:
infomercialdrtv.com
8. Home Shopping
Channels
Home shopping commonly refers to the electronic retailing/home shopping
channels industry, which includes such billion dollar television-based and e-
commerce companies as Liquidation Channel, HSN, QVC, Jewelry
Television, eBay, ShopNBC, Buy.com, and Amazon.com.
Home shopping allows consumers to shop for goods from the privacy of their
own home, as opposed to traditional shopping, which requires one to visit
stores and shopping malls.
There are three main types of home shopping: mail or telephone ordering
from catalog; telephone ordering in response to advertisements in print
and electronic media (such as journals, TV and radio); and online
shopping.
The home shopping/electronic retailing industry was created in 1977, when small
market talk radio show host Bob Circosta was asked to sell avocado-green-colored
can openers live on the air by station owner Bud Paxson, when an advertiser traded
112 units of product instead of paying his advertising bill. Source: Wikipedia
9. World’s Famous
Home Shopping
Channels
USA Australia
– America's Store – Expo Channel
– Home Shopping Network – TVSN
– QVC
– Shop at Home Network Canada
– ShopNBC – Shopping TVA
– The Jewelry Channel – ShopTV Canada
– America's Auction Network – The Shopping Channel
United Kingdom India
– bid tv – HomeShop 18
– Create and Craft
– Ideal World Other countries
– price-drop tv – TV SHOP
– QVC UK – European Home Shopping
– JML Direct TV – La Tienda en Casa
– Screenshop
10. Online Services
The Internet is an important direct marketing tool because of its
ease of use, low advertising costs and ability to reach a worldwide
market.
Θ Email remains the primary vehicle for delivering personalized marketing
messages directly to individuals and businesses.
Θ Social Media Outlets , such as Facebook and Twitter, complement
email marketing because it drives marketing relationships with potential
customers. Social media can connect a business with new fans and
followers who then can be converted into customers using a direct email
marketing campaign
Θ Online Chat - Online chat mechanisms provide a forum where
customers can come together and share their experiences with each
other and you. This interactive tool allows you direct access to customer
opinions where you can gauge trends and determine their views on the
industry.
Source: Wikipedia
11. Θ Search Engine Marketing: 49% of US spending on Internet ads goes
to search, in which advertisers pay for prominent placement among
listings in search engines whenever a potential customer enters a
relevant search term, allowing ads to be delivered to customers based
upon their already-indicated search criteria This paid placement industry
generates more than $10 billion dollars for search companies.
Marketers also use search engine optimization to drive traffic to their
sites.
Θ Display Ads are interactive ads that appear on the Web next to content
on Web pages or Web services. Formats include static banners, pop
ups, videos, and floating units. Customers can click on the ad to
respond directly to the message or to find more detailed information.
According to research by eMarketer, expenditures on online display ads
rose 24.5% between 2010 and 2011.
Source: Wikipedia
12. Θ PURL, or personal websites, are micro sites used to capture
direct mail or email campaign responses. Each PURL is
customized with text, images, voice or animated technology with
information and incentives specifically targeted for each person’s
needs or interests.
» Pages Personalized to the visitors by using their name and
other relevant information.
» Make sure the offer stands out and is above the fold -
Weather it is to take a survey, fill out a contest entry,
download a white paper, schedule a free consultation, etc...
» The number of pages should be limit. If you have more than
one page, your microsite should be no more than 5 pages.
» Keep a strong, consistent design theme - The main headline,
offer, and overall look should match the promotional piece
that drove them to the PURL.
PURL Video
13. » Only ask for information you need and will use. - The less
information you ask from the visitor, the better.
» Remove anything that is not necessary. Only show parts of
the site that is pertinent and encourages the visitor to take
action
What many businesses have encountered using PURL technology:
55-60% response rates
$122 ROI per $1 spent on marketing
Hundreds of new leads from one marketing campaign
Source: Wikipedia
14. QR Marketing , also called barcode marketing, is a type of marketing of
products and services on any mobile device like cell phones and tablets. A
2010 report by the Pew Internet and American Life Project says that 55
percent of American adults connect to the Internet wirelessly from laptops or
mobile devices. QR marketing is one way companies are trying to reach this
segment of the population.
How QR Codes Work:
QR codes, or quick response codes, are two-dimensional bar codes that
hold a dozen to a hundred times more information than a regular bar code
that holds up to 20 digits, according to the creators of the QR codes, Denso
Wave Incorporated. Mobile device users can use their QR code reader
software to scan the code, which gives them information about a company
or contains some marketing information or a product discount. Once a user
scans the code, he can immediately take advantage of whatever information
is held in the code. For example, users can immediately apply coupon
discounts to their purchases.
Source: Wikipedia
15. Online Shopping
Online shopping is a form of electronic commerce whereby
consumers directly buy goods or services from a seller over
the Internet without an intermediary service. An online shop, eshop,
e-store, Internet shop, webshop, webstore, online store, or virtual
store evokes the physical analogy of buying products or services at
a bricks-and-mortar
retailer or shopping centre
The process is called business-to-consumer (B2C) online shopping.
When a business buys from another business it is called business-
to-business (B2B) online shopping
Source: Wikipedia
16. The Consumer
Needs
ő Prestige
People gain esteem by being knowledgeable about and using the
technology
ő Convenience
Everything is available at consumers fingertips; they do not have
to leave the living room to shop.
ő Instant Gratification
Formation is available when the user wants it, rather than at
specified time
ő Novelty and Excitement
Consumers become part of the online community
17. ő Efficiency
Consumers can engage in one stop shopping
ő Ease of Use
All users have to do is just press the buttons
ő Timelessness
Consumers have the advantage of “real time” information, for
example, buying stocks
18. The Internet
The internet in simple terms is a network of the interlinked computer
networking worldwide, which is accessible to the general public. These
interconnected computers work by transmitting data through a special
type of packet switching which is known as the IP or the internet
protocol.
It is a network of networks that consists of millions of private, public,
academic, business, and government networks, of local to global
scope, that are linked by a broad array of electronic, wireless and
optical networking technologies.
The Internet has enabled or accelerated new forms of human
interactions through instant messaging, Internet forums, and social
networking. Online shopping has boomed both for major retail outlets
and small artisans and traders. Business-to-business and financial
services on the Internet affect supply chains across entire industries.
There is a very significant difference between the internet & WWW.
The internet and World Wide Web are both the networks yet; the
internet is the network of the several different computers which are
connected through the linkage of the accessories like the copper
wires, the fiber optics and even the latest wireless connections.
19. However, the World Wide Web consists of the interlinked collection of
the information and documents which are taken as the resource by the
general public. These are then linked by the website URLs and the
hyperlinks. Therefore World Wide Web is one of the services offered by
the whole complicated and huge network of the internet.
The Internet has no centralized governance in either technological
implementation or policies for access and usage; each constituent
network sets its own standards.
Only the overreaching definitions of the two principal name spaces in the
Internet, the Internet Protocol address space and the Domain Name
System, are directed by a maintainer organization, the Internet
Corporation for Assigned Names and Numbers (ICANN).
The technical underpinning and standardization of the core protocols
(IPv4 and IPv6) is an activity of the Internet Engineering Task Force
(IETF), a non-profit organization of loosely affiliated international
participants that anyone may associate with by contributing technical
expertise.
Source:
Wikipedia/Webopedia
20. The Internet
Demographics
According to Internet World Stats, as of December 31, 2011 there
was an estimated 2,267,233,742 Internet users worldwide. This
represents 32.7% of the world's population.
More than 100 countries are linked into exchanges of data, news and
opinions.
As of 2011, more than 2.1 billion people — nearly a third of Earth's
population — use the services of the Internet
In Asia: 922,329,554 (or 23.8% of the population in the region and
44.0% of the total online population); up by 706.9% compared to
2000
In Pakistan 29,128,970 Internet users are recorded as of Dec.31,
2011, 15.5% penetration.
5,887,400 Facebook users on Dec 31/11, 3.1% penetration
Source:
Wikipedia/Webopedia
21. Direct Marketing
on the Internet
Direct Marketeers must gain an understanding of medium’s attributes and of
the segments.
The Internet offers a great way to reach customers economically and
effectively
The goal of Internet direct mail is the same as traditional direct mail
marketing - to generate leads and orders.
Shorter is better. If some prospects require more information, provide a link
to your website where they can get it.
FROM and SUBJECT are very important. People are very concerned about
computer viruses and are quick to delete an e-mail.
Your first paragraph or two should be a summary of your whole e-mail.
Include multiple response options for your prospects, but ALWAYS
remember to have a web-based response form. Many users prefer to keep
the entire transaction on-line
22. Use viral marketing. Encourage your e-mail recipient to forward your
offer/message to others who may be interested.
On-line users prefer free trials or bill-me-later offers to money-back
guarantees. While online transactions are increasing every day, many people
are still wary about sending their credit card information over the Internet.
They would much rather just send their shipping information, try the product
for a while, and then choose their payment option when the time comes.
ALWAYS include an opt-out statement! The only thing more powerful than
good will towards your company is ill will. Don't make any customer feel like
they have been spammed. Include an un-subscribe or remove statement at
the end of your e-mail. Be sure to remove them from any future mailings.
The opt-out statement should read something like this: "We at XYZ Company
respect your online privacy. If you received this message in error or simply
do not wish to receive further e-mails from us, please reply to this e-mail with
REMOVE in the subject line."
Source: deer-library.com
23. Surviving the
Technological
Revolution
• Direct Marketer need to expand their customer base on a regional
and global basis
• To survive in an era of rapid change, companies need to respond
quickly to events by strategically using information about markets,
customers, and prospects.
• Medium and small size companies will need to grow smarter
• Survival will become difficult and the need for developing strategic
partnerships will become crucial.
• In an environment exploding with new communications choices,
direct marketeers continue to use all forms of media to directly
contact and elicit responses from their target markets.